Effects of Background Fitting of e-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective

Effects of Background Fitting of e-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective

Qian Shang,1,2 Haoyu Ma,1 Cuicui Wang,2,3 Li Gao4 1School of Management, Hangzhou Dianzi University, Hangzhou, People’s Republic of China; 2Shanghai Key Laboratory of Brain-Machine Intelligence for Information Behavior, Shanghai International Studies University, Shanghai, People’s Republic of China;...

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Bibliographic Details
Main Authors: Shang Q, Ma H, Wang C, Gao L
Format: Article
Language:English
Published: Dove Medical Press 2023-01-01
Series:Psychology Research and Behavior Management
Subjects:
e-commerce live streaming
background fitting
cognitive-affective perspective
psychological mechanism
purchase intention
Online Access:https://www.dovepress.com/effects-of-background-fitting-of-e-commerce-live-streaming-on-consumer-peer-reviewed-fulltext-article-PRBM

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https://www.dovepress.com/effects-of-background-fitting-of-e-commerce-live-streaming-on-consumer-peer-reviewed-fulltext-article-PRBM

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