Research on Determinants Affecting Users’ Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers’ Ability
As an innovative marketing pattern, live-streaming e-commerce supplies advantages over traditional e-commerce in stimulating impulsive purchases. This study developed a theoretical model that examines how perceived live streamers’ abilities (perceived live interaction ability and perceived linguisti...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-02-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/14/3/190 |