Paper Title
Live Streaming Attributes, Brand Coolness, and Customer Delight

Abstract
The study aims to investigate interrelationships among live streaming attributes, brand coolness, and customer delight in purchasing fashion clothes via live streaming in Thailand. The data were collected using online questionnaires from 390 samples of individuals who purchased fashion clothes via live streaming. They were analyzed using structural equation modeling. The result of the study revealed that live streaming attributes directly influenced brand coolness and customer delight. Furthermore, customer delight was also influenced by brand coolness. Keywords - Live Streaming Attributes, Brand Coolness, Customer Delight