The influence of interpersonal interaction on consumers’ purchase intention under e-commerce live broadcasting mode: The moderating role of presence
The purpose of this study is to examine the links between interpersonal interaction perception, perceived value and purchase intention in e-commerce live broadcasting in China. The mediating effect of perceived value on the relationship between consumer-anchor interaction (CAI) and consumer-consumer...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-02-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1097768/full |