The influence of e-commerce live streaming features on consumer trust and purchase intention in Malaysia: a study of Malaysia univeristy students
This study examines the influence of e-commerce live streaming features on consumer trust and purchase intention, focusing on Malaysian university students. Grounded in the Stimulus–Organism–Response (S–O–R) model, the study investigates how three key live-streaming features which are authenticity...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2025
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| Online Access: | http://eprints.utar.edu.my/7597/1/2206066_Lai_Jing_Yu_JING_YU_LAI.pdf http://eprints.utar.edu.my/7597/ |
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