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Article History

Received: 8 August 2022

Accepted: 19 June 2023

First Online: 17 July 2023

Competing interests

: The authors declare no competing interests.

: This article does not contain any studies with human subjects performed by any of the authors as the data gathered for the article were questionnaire responses willingly completed by sellers on Amazon Live concerning streaming format adoption (without providing any personal or private information). Therefore, ethical approval is not applicable in this case.

: Questionnaires for soliciting data for this article were sent as a link through the emails and social media messaging of sellers on Amazon Live. These sellers were not required to provide personal or private information in their responses. Therefore, there are no human subjects in this article, and informed consent is not applicable.