Socio-technical systems and trust transfer in live streaming e-commerce: analyzing stickiness and purchase intentions with SEM-fsQCA
Live streaming has gained substantial significance in the e-commerce realm, attracting the attention of scholars due to its profound impact on the consumer decision-making journey. However, previous studies have not sufficiently investigated into the complex of marketing strategies through trust tra...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-02-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1305409/full |