{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T20:50:15Z","timestamp":1792788615889,"version":"4.5.0"},"reference-count":80,"publisher":"Public Library of Science (PLoS)","issue":"9","license":[{"start":{"date-parts":[[2026,9,24]],"date-time":"2026-09-24T00:00:00Z","timestamp":1790208000000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Social Science Foundation of China","award":["25CKX007"],"award-info":[{"award-number":["25CKX007"]}]},{"DOI":"10.13039\/501100017630","name":"Humanities and Social Sciences Youth Foundation, Ministry of Education","doi-asserted-by":"publisher","award":["21YJCZH252"],"award-info":[{"award-number":["21YJCZH252"]}],"id":[{"id":"10.13039\/501100017630","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100017128","name":"Science Fund for Distinguished Young Scholars of Anhui Province","doi-asserted-by":"publisher","award":["2023AH030033"],"award-info":[{"award-number":["2023AH030033"]}],"id":[{"id":"10.13039\/100017128","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100017939","name":"Sichuan Provincial Postdoctoral Science Foundation","doi-asserted-by":"publisher","award":["TB2023088"],"award-info":[{"award-number":["TB2023088"]}],"id":[{"id":"10.13039\/100017939","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100015801","name":"Anhui Provincial Quality Engineering Project","doi-asserted-by":"publisher","award":["2023kcszsf055"],"award-info":[{"award-number":["2023kcszsf055"]}],"id":[{"id":"10.13039\/100015801","id-type":"DOI","asserted-by":"publisher"}]},{"name":"General Project of the Think Tank of Anhui University of Technology","award":["ZKPT202617"],"award-info":[{"award-number":["ZKPT202617"]}],"id":[{"id":"https:\/\/ror.org\/02qdtrq21","id-type":"ROR","asserted-by":"crossref"}]},{"name":"the International Student Education and Teaching Project of the School of International Education, Anhui University of Technology","award":["LXS20260701"],"award-info":[{"award-number":["LXS20260701"]}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>Time-honored brands, as carriers of cultural heritage and traditional craftsmanship, face significant challenges in achieving sustainable development in the digital era. With the rapid growth of e-commerce live streaming and the increasing dominance of younger consumers, how these brands can effectively engage youth segments and enhance brand identification has become a critical issue. Drawing on the stimulus\u2013organism\u2013response (SOR) framework and brand authenticity theory, this study examines the mechanisms through which product interaction and interpersonal interaction influence young consumers\u2019 identification with time-honored brands in live-streaming contexts. Data were collected from 415 consumers aged 18\u201340 who had watched live-streaming sessions of time-honored brands, and the proposed model was tested using partial least squares structural equation modeling (PLS-SEM). The results showed that product interaction and interpersonal interaction were positively associated with social presence and perceived brand authenticity. Both social presence and perceived brand authenticity were positively associated with emotional arousal, which was in turn associated with brand identification. Both interaction types also showed significant indirect associations with brand identification through two serial pathways: (1) social presence\u2009\u2192\u2009emotional arousal and (2) perceived brand authenticity\u2009\u2192\u2009emotional arousal. The interactions of consumer\u2013streamer relationship strength with social presence and perceived brand authenticity were not statistically significant. This study contributes to the literature by developing an integrated framework that combines SOR theory and brand authenticity theory, and by uncovering the dual emotional mechanisms underlying brand identification in e-commerce live-streaming environments. The findings provide new insights into how interactive digital platforms can facilitate the revitalization of time-honored brands and strengthen their connection with younger consumers.<\/jats:p>","DOI":"10.1371\/journal.pone.0358753","type":"journal-article","created":{"date-parts":[[2026,9,24]],"date-time":"2026-09-24T17:40:00Z","timestamp":1790271600000},"page":"e0358753","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Live-streaming interaction and young consumers\u2019 identification with time-honored brands: The roles of emotional arousal and relationship strength"],"prefix":"10.1371","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5884-2345","authenticated-orcid":true,"given":"Tingting","family":"Zhu","sequence":"first","affiliation":[{"name":"Anhui University of Technology","place":["Ma\u2019anshan, Anhui, People\u2019s Republic of China"],"department":["School of Business"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuhuan","family":"Wang","sequence":"additional","affiliation":[{"name":"Anhui University of Technology","place":["Ma\u2019anshan, Anhui, People\u2019s Republic of China"],"department":["School of Business"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,9,24]]},"reference":[{"issue":"6","key":"pone.0358753.ref001","doi-asserted-by":"crossref","first-page":"1090","DOI":"10.1016\/j.jbusres.2013.06.001","article-title":"Measuring consumer-based brand authenticity","volume":"67","author":"J Napoli","year":"2014","journal-title":"J Bus Res"},{"issue":"4","key":"pone.0358753.ref002","first-page":"28","article-title":"A study of the lifecycle of China time-honored brands","volume":"30","author":"F Li","year":"2015","journal-title":"J Beijing Tech Business Univ (Social Sciences)"},{"key":"pone.0358753.ref003","doi-asserted-by":"crossref","first-page":"102290","DOI":"10.1016\/j.jretconser.2020.102290","article-title":"A study on China\u2019s time-honored catering brands: Achieving new inheritance of traditional brands","volume":"58","author":"S-N Zhang","year":"2021","journal-title":"J Retail Consumer Serv"},{"issue":"10","key":"pone.0358753.ref004","first-page":"78","article-title":"Research on the matching effect of brand activation communication strategy and marketing channel","volume":"60","author":"J Hou","year":"2023","journal-title":"J Silk"},{"issue":"8","key":"pone.0358753.ref005","first-page":"151","article-title":"The mechanisms of influencing consumers\u2019 purchase intention through recommendation short videos","volume":"43","author":"T Xu","year":"2023","journal-title":"J South-Central Minzu Univ (Humanities and Social Sciences)"},{"issue":"9","key":"pone.0358753.ref006","first-page":"88","article-title":"The influencing mechanism of time-honored brand story theme on brand attitude","author":"D Wang","year":"2021","journal-title":"J Central Univ Finan Econ"},{"key":"pone.0358753.ref007","doi-asserted-by":"crossref","first-page":"103293","DOI":"10.1016\/j.jretconser.2023.103293","article-title":"\u201cNew and old\u201d: Consumer evaluations of co-branding between new brands and Chinese time-honored brands","volume":"73","author":"Y Zhang","year":"2023","journal-title":"J Retail Consumer Serv"},{"issue":"1","key":"pone.0358753.ref008","first-page":"93","article-title":"Research on influence mechanism of time-honored brand authenticity on intentions of word-of-mouth","author":"W Xu","year":"2018","journal-title":"J Central Univ Finan Econ"},{"issue":"3","key":"pone.0358753.ref009","first-page":"72","article-title":"Influence mechanism of time-honored brand authenticity on brand extension attitude","volume":"31","author":"W Xu","year":"2020","journal-title":"Finan Trade Res"},{"key":"pone.0358753.ref010","doi-asserted-by":"crossref","first-page":"2481","DOI":"10.2147\/PRBM.S407396","article-title":"Consumer perceived brand innovativeness and authenticity of Chinese time-honored brand restaurants: the moderated mediation effect of personal traits","volume":"16","author":"H Bu","year":"2023","journal-title":"Psychol Res Behav Manag"},{"key":"pone.0358753.ref011","first-page":"50","article-title":"Effects of time-honored enterprise archives on consumers\u2019 perception of brand authenticity","volume":"4","author":"M Qian","year":"2020","journal-title":"Archives Science Bulletin"},{"issue":"5","key":"pone.0358753.ref012","doi-asserted-by":"crossref","first-page":"1092","DOI":"10.1002\/cb.2057","article-title":"Cultural congruity and extensions of corporate heritage brands: an empirical analysis of time\u2010honored brands in China","volume":"21","author":"L Zhou","year":"2022","journal-title":"J Consum Behav"},{"issue":"3","key":"pone.0358753.ref013","doi-asserted-by":"crossref","first-page":"85","DOI":"10.3390\/jtaer21030085","article-title":"Streamer characteristics and brand identification in livestream commerce: evidence from time-honored brands","volume":"21","author":"T Zhu","year":"2026","journal-title":"J Theor Appl Electr Comm Res"},{"issue":"2","key":"pone.0358753.ref014","first-page":"135","article-title":"A research review on time-honored brands","volume":"5","author":"C Meng","year":"2025","journal-title":"J Market Sci"},{"issue":"12","key":"pone.0358753.ref015","first-page":"182","article-title":"The impact of e-commerce live streaming on consumers\u2019 purchase intention: a study based on grounded theory","volume":"35","author":"L Liu","year":"2023","journal-title":"Manag Rev"},{"key":"pone.0358753.ref016","first-page":"51","article-title":"From traffic to sales: an analysis of the interactive effects of livestream book marketing","volume":"20","author":"Z Yin","year":"2024","journal-title":"China Publish J"},{"issue":"8","key":"pone.0358753.ref017","first-page":"134","article-title":"The influence of bullet-screen message characteristics in e-commerce livestreaming on consumer purchase intentions","volume":"21","author":"N Liang","year":"2024","journal-title":"Times Econ Trade"},{"issue":"1","key":"pone.0358753.ref018","article-title":"The role of broadcasters and brand image in improving consumer loyalty\u2014evidence from live streaming on Chinese social platforms","volume":"14","author":"J Li","year":"2024","journal-title":"Sage Open"},{"key":"pone.0358753.ref019","doi-asserted-by":"crossref","first-page":"101397","DOI":"10.1016\/j.elerap.2024.101397","article-title":"An empirical analysis of the impacts of live chat social interactions in live streaming commerce: a topic modeling approach","volume":"65","author":"H Wang","year":"2024","journal-title":"Electron Commer Res Appl"},{"key":"pone.0358753.ref020","volume-title":"An approach to environmental psychology","author":"A Mehrabian","year":"1974"},{"issue":"2","key":"pone.0358753.ref021","doi-asserted-by":"crossref","first-page":"139","DOI":"10.1002\/mar.10064","article-title":"Empirical testing of a model of online store atmospherics and shopper responses","volume":"20","author":"SA Eroglu","year":"2003","journal-title":"Psychol Mark"},{"key":"pone.0358753.ref022","doi-asserted-by":"crossref","first-page":"123977","DOI":"10.1109\/ACCESS.2023.3330324","article-title":"How the characteristics of live-streaming environment affect consumer purchase intention: the mediating role of presence and perceived trust","volume":"11","author":"Q Li","year":"2023","journal-title":"IEEE Access"},{"issue":"5","key":"pone.0358753.ref023","doi-asserted-by":"crossref","first-page":"1003","DOI":"10.1111\/j.1467-6486.2005.00530.x","article-title":"Crafting brand authenticity: the case of luxury wines","volume":"42","author":"MB Beverland","year":"2005","journal-title":"J Manag Studies"},{"key":"pone.0358753.ref024","doi-asserted-by":"crossref","first-page":"100886","DOI":"10.1016\/j.elerap.2019.100886","article-title":"How live streaming influences purchase intentions in social commerce: an IT affordance perspective","volume":"37","author":"Y Sun","year":"2019","journal-title":"Electron Commer Res Appl"},{"key":"pone.0358753.ref025","doi-asserted-by":"crossref","first-page":"543","DOI":"10.1016\/j.jbusres.2018.08.032","article-title":"The role of live streaming in building consumer trust and engagement with social commerce sellers","volume":"117","author":"A Wongkitrungrueng","year":"2020","journal-title":"J Bus Res"},{"issue":"4","key":"pone.0358753.ref026","doi-asserted-by":"crossref","first-page":"73","DOI":"10.1111\/j.1460-2466.1992.tb00812.x","article-title":"Defining virtual reality: dimensions determining telepresence","volume":"42","author":"J Steuer","year":"1992","journal-title":"J Commun"},{"issue":"3","key":"pone.0358753.ref027","doi-asserted-by":"crossref","first-page":"829","DOI":"10.1016\/j.dss.2013.04.001","article-title":"Website attributes in urging online impulse purchase: an empirical investigation on consumer perceptions","volume":"55","author":"Y Liu","year":"2013","journal-title":"Decision Support Systems"},{"key":"pone.0358753.ref028","volume-title":"The social psychology of telecommunications","author":"J Short","year":"1976"},{"issue":"2","key":"pone.0358753.ref029","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1002\/dir.20077","article-title":"Interactions in virtual customer environments: implications for product support and customer relationship management","volume":"21","author":"S Nambisan","year":"2007","journal-title":"J Interact Market"},{"issue":"6","key":"pone.0358753.ref030","doi-asserted-by":"crossref","first-page":"407","DOI":"10.1016\/j.omega.2004.01.006","article-title":"Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services","volume":"32","author":"D Gefen","year":"2004","journal-title":"Omega"},{"issue":"4","key":"pone.0358753.ref031","doi-asserted-by":"crossref","first-page":"454","DOI":"10.1287\/isre.1070.0124","article-title":"Research note\u2014investigating the influence of the functional mechanisms of online product presentations","volume":"18","author":"Z Jiang","year":"2007","journal-title":"Inform Syst Res"},{"issue":"8","key":"pone.0358753.ref032","doi-asserted-by":"crossref","first-page":"689","DOI":"10.1016\/j.ijhcs.2006.11.018","article-title":"Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping","volume":"65","author":"K Hassanein","year":"2007","journal-title":"Int J Human-Comp Stud"},{"issue":"4","key":"pone.0358753.ref033","doi-asserted-by":"crossref","first-page":"396","DOI":"10.1108\/10662241211250962","article-title":"System design effects on online impulse buying","volume":"22","author":"K Ning Shen","year":"2012","journal-title":"Internet Research"},{"issue":"3","key":"pone.0358753.ref034","doi-asserted-by":"crossref","first-page":"1019","DOI":"10.1108\/INTR-03-2019-0082","article-title":"Enhancing consumer engagement in e-commerce live streaming via relational bonds","volume":"30","author":"M Hu","year":"2020","journal-title":"INTR"},{"issue":"2","key":"pone.0358753.ref035","first-page":"183","article-title":"Social commerce constructs and consumer\u2019s intention to buy","volume":"35","author":"N Hajli","year":"2015","journal-title":"Int J Inf Manage"},{"key":"pone.0358753.ref036","doi-asserted-by":"crossref","first-page":"106327","DOI":"10.1016\/j.chb.2020.106327","article-title":"The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: a social cognitive theory perspective","volume":"108","author":"JS Lim","year":"2020","journal-title":"Comp Human Behav"},{"key":"pone.0358753.ref037","first-page":"567","article-title":"Brand authenticity: towards a deeper understanding of its conceptualization and measurement","volume":"40","author":"M Bruhn","year":"2012","journal-title":"Adv Consumer Res"},{"issue":"3","key":"pone.0358753.ref038","doi-asserted-by":"crossref","first-page":"340","DOI":"10.1016\/j.jwb.2012.07.018","article-title":"The impact of brand authenticity on brand trust and SME growth: a CEO perspective","volume":"48","author":"F Eggers","year":"2013","journal-title":"J World Business"},{"issue":"2","key":"pone.0358753.ref039","doi-asserted-by":"crossref","first-page":"184","DOI":"10.1177\/0092070399272005","article-title":"The role of emotions in marketing","volume":"27","author":"RP Bagozzi","year":"1999","journal-title":"J Acad Market Sci"},{"issue":"2","key":"pone.0358753.ref040","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1509\/jmkg.67.2.76.18609","article-title":"Consumer\u2013company identification: a framework for understanding consumers\u2019 relationships with companies","volume":"67","author":"CB Bhattacharya","year":"2003","journal-title":"J Mark"},{"issue":"2","key":"pone.0358753.ref041","doi-asserted-by":"crossref","first-page":"149","DOI":"10.1016\/j.intmar.2013.12.002","article-title":"Consumer brand engagement in social media: conceptualization, scale development and validation","volume":"28","author":"LD Hollebeek","year":"2014","journal-title":"J Interact Market"},{"issue":"6","key":"pone.0358753.ref042","doi-asserted-by":"crossref","first-page":"1360","DOI":"10.1086\/225469","article-title":"The strength of weak ties","volume":"78","author":"MS Granovetter","year":"1973","journal-title":"Am J Sociol"},{"issue":"4","key":"pone.0358753.ref043","doi-asserted-by":"crossref","first-page":"1149","DOI":"10.3758\/BRM.41.4.1149","article-title":"Statistical power analyses using G*Power 3.1: tests for correlation and regression analyses","volume":"41","author":"F Faul","year":"2009","journal-title":"Behav Res Methods"},{"key":"pone.0358753.ref044","volume-title":"Partial least squares structural equation modeling (PLS-SEM) using R: a workbook","author":"JFJ Hair","year":"2021"},{"issue":"6","key":"pone.0358753.ref045","first-page":"19","article-title":"Research on interactive mode of e-commerce live broadcast based on platform heterogeneity","author":"H Yuan","year":"2022","journal-title":"J Harbin Univ Comm"},{"issue":"11","key":"pone.0358753.ref046","article-title":"The process of value co-creation behavior about online live shopping in e-commerce platform based on the Taobao live shopping","volume":"17","author":"X Pei","year":"2020","journal-title":"Chinese J Manag"},{"issue":"2","key":"pone.0358753.ref047","first-page":"199","article-title":"Streamer typologies and their effects on social presence in livestream marketing: a fuzzy-set qualitative comparative analysis","volume":"26","author":"YP Gong","year":"2023","journal-title":"Nankai Business Review"},{"key":"pone.0358753.ref048","first-page":"41","article-title":"Conceptualization, dimensional structure and measurement of brand authenticity","volume":"10","author":"P Feng","year":"2016","journal-title":"J Commercial Economics"},{"issue":"2","key":"pone.0358753.ref049","doi-asserted-by":"crossref","first-page":"200","DOI":"10.1016\/j.jcps.2014.11.006","article-title":"Brand authenticity: an integrative framework and measurement scale","volume":"25","author":"F Morhart","year":"2015","journal-title":"J Consum Psychol"},{"issue":"3","key":"pone.0358753.ref050","first-page":"74","article-title":"Relationship strength: scale development and construct validation","volume":"8","author":"G Shi","year":"2005","journal-title":"Nankai Business Review"},{"issue":"11","key":"pone.0358753.ref051","first-page":"2984","article-title":"Deep emotional arousal network for multimodal sentiment analysis and emotion recognition","volume":"37","author":"F Zhang","year":"2022","journal-title":"Control and Decision"},{"key":"pone.0358753.ref052","first-page":"62","article-title":"Research on the relationship between time-honored brand authenticity and purchase intention: the role of word-of-mouth and consumers\u2019 self-image congruence","volume":"7","author":"X Wang","year":"2019","journal-title":"Econ Issues"},{"issue":"1","key":"pone.0358753.ref053","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1016\/j.jbusres.2011.07.022","article-title":"The role of consumer-brand identification in building brand relationships","volume":"66","author":"U Tu\u0161kej","year":"2013","journal-title":"J Bus Res"},{"issue":"10","key":"pone.0358753.ref054","doi-asserted-by":"crossref","first-page":"4552","DOI":"10.1016\/j.jbusres.2016.03.049","article-title":"The elephant in the room: predictive performance of PLS models","volume":"69","author":"G Shmueli","year":"2016","journal-title":"J Bus Res"},{"issue":"1","key":"pone.0358753.ref055","doi-asserted-by":"crossref","first-page":"2","DOI":"10.1108\/EBR-11-2018-0203","article-title":"When to use and how to report the results of PLS-SEM","volume":"31","author":"JF Hair","year":"2019","journal-title":"EBR"},{"issue":"2","key":"pone.0358753.ref056","doi-asserted-by":"crossref","DOI":"10.2307\/23044042","article-title":"Editor\u2019s comments: an update and extension to SEM guidelines for administrative and social science research","volume":"35","author":"D Gefen","year":"2011","journal-title":"MIS Quart"},{"issue":"3","key":"pone.0358753.ref057","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","author":"JC Anderson","year":"1988","journal-title":"Psychol Bull"},{"issue":"2","key":"pone.0358753.ref058","doi-asserted-by":"crossref","first-page":"195","DOI":"10.1002\/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7","article-title":"Use of partial least squares (PLS) in strategic management research: a review of four recent studies","volume":"20","author":"J Hulland","year":"1999","journal-title":"Strategic Manag J"},{"issue":"4","key":"pone.0358753.ref059","first-page":"531","article-title":"Self-reports in organizational research: problems and prospects","volume":"12","author":"PM Podsakoff","year":"1986","journal-title":"J Manage"},{"key":"pone.0358753.ref060","volume-title":"Modern factor analysis","author":"HH Harman","year":"1976","edition":"3"},{"issue":"4","key":"pone.0358753.ref061","doi-asserted-by":"crossref","first-page":"268","DOI":"10.1177\/1094670502004004004","article-title":"The role of emotions in service encounters","volume":"4","author":"AS Mattila","year":"2002","journal-title":"J Serv Res"},{"key":"pone.0358753.ref062","unstructured":"Pee L, Kankanhalli A, Ong L, Vu M. Antecedents and impact of knowledge management capability in public organizations. In: Proceedings of the 2010 Pacific Asia conference on information systems. Taipei, Taiwan: 2010."},{"issue":"4","key":"pone.0358753.ref063","doi-asserted-by":"crossref","first-page":"1","DOI":"10.4018\/ijec.2015100101","article-title":"Common method bias in PLS-SEM: a full collinearity assessment approach","volume":"11","author":"N Kock","year":"2015","journal-title":"International Journal of e-Collaboration"},{"key":"pone.0358753.ref064","volume-title":"Multivariate data analysis","author":"JF Hair","year":"2010","edition":"7"},{"key":"pone.0358753.ref065","volume-title":"Psychometric theory","author":"JC Nunnally","year":"1978"},{"issue":"1","key":"pone.0358753.ref066","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1177\/002224378101800104","article-title":"Evaluating structural equation models with unobservable variables and measurement error","volume":"18","author":"C Fornell","year":"1981","journal-title":"J Market Res"},{"key":"pone.0358753.ref067","first-page":"307","article-title":"Structural equation modeling analysis with small samples using partial least squares.","volume-title":"Statistical strategies for small sample research","author":"WW Chin","year":"1999"},{"issue":"1","key":"pone.0358753.ref068","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1007\/s11747-014-0403-8","article-title":"A new criterion for assessing discriminant validity in variance-based structural equation modeling","volume":"43","author":"J Henseler","year":"2015","journal-title":"J Acad Mark Sci"},{"issue":"1","key":"pone.0358753.ref069","doi-asserted-by":"crossref","first-page":"177","DOI":"10.2307\/20650284","article-title":"Using PLS path modeling for assessing hierarchical construct models: guidelines and empirical illustration","volume":"33","author":"M Wetzels","year":"2009","journal-title":"MIS Quarterly"},{"issue":"2","key":"pone.0358753.ref070","first-page":"68","article-title":"Influence of co-presence and social presence on online herd consumption in live marketing","author":"Y Xie","year":"2021","journal-title":"J Business Econ"},{"issue":"3","key":"pone.0358753.ref071","first-page":"28","article-title":"Research on live broadcast social presence: scale development and validity test","volume":"24","author":"Y Xie","year":"2021","journal-title":"Nankai Business Rev"},{"issue":"11","key":"pone.0358753.ref072","first-page":"156","article-title":"Are professional livestreamers or celebrity livestreamers more favored by consumers? A mediated moderation model","volume":"36","author":"Q Zhang","year":"2024","journal-title":"Manag Rev"},{"issue":"1","key":"pone.0358753.ref073","first-page":"131","article-title":"Can I evoke you? A study on the influence mechanism of information source characteristics of different types of live broadcasting celebrity on consumers\u2019 willingness to purchase","volume":"23","author":"L Meng","year":"2020","journal-title":"Nankai Business Rev"},{"key":"pone.0358753.ref074","doi-asserted-by":"crossref","first-page":"101767","DOI":"10.1016\/j.techsoc.2021.101767","article-title":"Characterizing Chinese consumers\u2019 intention to use live e-commerce shopping","volume":"67","author":"M Zhou","year":"2021","journal-title":"Tech Society"},{"issue":"2","key":"pone.0358753.ref075","doi-asserted-by":"crossref","first-page":"251","DOI":"10.1016\/j.jbusres.2005.04.007","article-title":"The \u201creal thing\u201d: branding authenticity in the luxury wine trade","volume":"59","author":"M Beverland","year":"2006","journal-title":"J Bus Res"},{"issue":"4","key":"pone.0358753.ref076","first-page":"486","article-title":"The revival mechanism of time-honored brand from the perspective of brand authenticity and value co-creation: based on Lidu liquor case study","volume":"19","author":"K Yu","year":"2022","journal-title":"Chinese J Manag"},{"issue":"9","key":"pone.0358753.ref077","first-page":"1362","article-title":"Research on the attachment effect of atmospheric clues in e-commerce live streaming room based on \u2018task-social\u2019 perspective","volume":"21","author":"M Pan","year":"2024","journal-title":"Chinese J Manag"},{"key":"pone.0358753.ref078","first-page":"74","article-title":"The impact of bullet-screen interactions on consumer purchase decisions in e-commerce livestreaming: the moderating role of flow experience","volume":"17","author":"R Wu","year":"2023","journal-title":"J Comm Econ"},{"key":"pone.0358753.ref079","first-page":"123","article-title":"Research on the influence of perceived affordance of livestreaming marketing platform on consumer buying behavior","volume":"10","author":"Y Zhu","year":"2020","journal-title":"Price: Theory Pract"},{"issue":"6","key":"pone.0358753.ref080","first-page":"895","article-title":"A study on viewers\u2019 information processing and purchase intention in live streaming commerce","volume":"18","author":"Q Li","year":"2021","journal-title":"Chinese J Manag"}],"container-title":["PLOS One"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0358753","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,9,24]],"date-time":"2026-09-24T17:40:17Z","timestamp":1790271617000},"score":1,"resource":{"primary":{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0358753"}},"subtitle":[],"editor":[{"given":"Bo","family":"Pu","sequence":"first","affiliation":[{"name":"Sichuan Agricultural University","place":["CHINA"]}],"role":[{"vocabulary":"crossref","role":"editor"}]}],"short-title":[],"issued":{"date-parts":[[2026,9,24]]},"references-count":80,"journal-issue":{"issue":"9","published-online":{"date-parts":[[2026,9,24]]}},"URL":"https:\/\/doi.org\/10.1371\/journal.pone.0358753","relation":{},"ISSN":["1932-6203"],"issn-type":[{"value":"1932-6203","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,9,24]]}}}