Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention
IntroductionLive streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appe...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1109092/full |