Understanding online impulse buying in China’s live ecommerce: the role of key opinion leaders and perceived trust
In the current environment where live streaming e-commerce is booming, creating key opinion leaders has become a very common and effective marketing strategy. Perceived trust, an important antecedent factor influencing consumers buying behaviour, deserves more exploration. This study examines the im...
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| Main Authors: | , |
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| Format: | Article |
| Language: | en |
| Published: |
Universiti Teknologi MARA, Perlis
2025
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/126781/1/126781.pdf https://ir.uitm.edu.my/id/eprint/126781/ https://journal.uitm.edu.my/ojs/index.php/JI |
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