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...

Full description

Bibliographic Details

Main Authors:	Cai, Shuang, Ambad, Sylvia Nabila Azwa
Format:	Article
Language:	en
Published:	Universiti Teknologi MARA, Perlis 2025
Subjects:	Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Electronic commerce
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
Tags:	Add Tag No Tags, Be the first to tag this record!