How does online streaming reform e-commerce? An empirical assessment of immersive experience and social interaction in China
Abstract The present study examined why live-stream commerce is superior to traditional e-commerce since its retail sales have been booming in China and the communication style with live broadcast technology is entirely different. An integrated model was employed to predict the drivers or restraints...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-05-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-01731-w |