The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology
Purpose: Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and whet...
| Main Authors: | , , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/172285 |