Elaboration likelihood model perspective on millenial live streaming buyers' impulsive buying tendency

Accelerated by the COVID-19 pandemic, an increasing number of retailers are shifting away from physical stores to digital shopping. In e-commerce, product presentation has shifted from basic textual or graphical descriptions to the adoption of live streaming (i.e., real-time video). Due to the ex...

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Bibliographic Details

Main Author:	Luo, Xi
Format:	Thesis
Language:	en
Published:	2023
Subjects:	Purchasing. Live streaming. Electronic commerce.
Online Access:	http://psasir.upm.edu.my/id/eprint/111801/1/SPE%202023%202%20IR.pdf http://psasir.upm.edu.my/id/eprint/111801/
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