The Research and Postgraduate Centre congratulates Dr. Yang Chia Yen from School of Economics and Management for her recent research article published in Telematics and Informatics, a SSCI Q1 journal with impact factor of 7.6 (based on Journal Citation Report 2023). According to Clarivate (Web of Science), Telematics and Informatics ranks among the top 4% of journals (6/161) in the information science and library science category.

This is a collaborative work with Ms. Koh Boon Xuan, a Class of 2022 graduate from XMUM School of Economics and Management, and Prof. Dr. Chew Kok Wai from the Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman University of Management and Technology, Malaysia.

Entitled “How live streaming influences trust in social commerce: A parasocial relationship perspective”, this study sheds light on how online small business sellers build customer trust. Online small business sellers may be seen as lack of reputation compared to the big brands. Prior live streaming shopping research has overlooked livestream audiences’ parasocial relationship as a bridge to connect their trust. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study investigates the antecedents of parasocial relationship (i.e., immersion, presence, and perceived enjoyment), as to how they influence parasocial relationship, and subsequently leading to customer trust, informing effective practical implications to small business sellers.

The research is financially supported by Xiamen University Malaysia Research Fund [Grant No: XMUMRF/ 2023-C12/ISEM/0045].

To find out more details about this research, please access the full article at https://doi.org/10.1016/j.tele.2025.102274.