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  1. Consumers’ willingness to pay premium under the influence of consumer community culture: From the perspective of the content creator.Jifan Ren, Jialiang Yang, Erhao Liu & Fangfang Huang - 2022 - Frontiers in Psychology 13.
    With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers’ trust to improve commodity premium space, (...)
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