Mediating effect of emotional response between streamers’ characteristics and consumer purchase intention in E-commerce live streaming
Objective: This study aims to explore how streamers' characteristics affect consumers' purchase intentions in e-commerce live streaming. Specifically, the study examines this relationship through the mediating role of emotional responses. Design/Methods: The study sample included 325 e-com...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | en |
| Published: |
Arts and Science Press
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/116685/1/116685.pdf http://psasir.upm.edu.my/id/eprint/116685/ https://esp.as-pub.com/index.php/esp/article/view/2931 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|