What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions
The year 2021 is one of the most significant years for live streaming commerce, since numerous sectors and businesses have begun to sell their items in the form of live broadcast influence. Especially in China, Taobao live streaming often promotes an event by inviting internet celebrities to coopera...
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| Format: | Article |
| Language: | English |
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Elsevier
2022-06-01
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| Series: | Heliyon |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844022009641 |
