Abstract
Online shopping has permeated modern society, and live e-commerce has emerged as a novel consumer shopping activity. However, online shopping inherently creates heightened risk within its extensive data. However, the powerful social nature of on-site e-commerce fosters favorable tendencies toward shopping by giving consumers a sense of control. This study shows that physical and interpersonal social cues from service personnel significantly improve subjective well-being (SWB). Moreover, perceptual control plays a mediating role in this process. Consequently, it is incumbent upon enterprises using live e-commerce platforms to optimize the configuration of social factors within service-oriented settings, bolstering consumers' sense of dominion over their online shopping endeavors and enhancing the efficacy of marketing strategies.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
