Muhammad Naufal Ramadhan

Livestream Commerce and Trust Transfer in High-Involvement Property Purchase Decisions: Evidence from a Regional Indonesian Housing Brand

Livestream commerce research in Indonesia has largely examined low-involvement products, such as fashion and cosmetics, for which purchase decisions tend to be more impulsive and involve lower perceived risk. Property, by contrast, is a high-involvement product characterized by high costs, infrequent purchases, and ext...