Byoungsoo Kim

Rationally Trust, but Emotionally? The Roles of Cognitive and Affective Trust in Consumer Imitation Intention Toward Influencers in Short-Form Live Commerce

This study examines how influencer characteristics and short-form video content characteristics shape consumers’ imitation intention toward influencers in short-form live commerce. Drawing on the stimulus–organism–response (S-O-R) framework and social learning theory, this study conceptualizes cognitive trust and affec...