Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention

INTRODUCTION: Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional ap...

Descripción completa

Detalles Bibliográficos
Autores principales: Ma, Erwei, Liu, Jiaojiao, Li, Kai
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10033604/
https://www.ncbi.nlm.nih.gov/pubmed/36968707
http://dx.doi.org/10.3389/fpsyg.2023.1109092

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10033604/
https://www.ncbi.nlm.nih.gov/pubmed/36968707
http://dx.doi.org/10.3389/fpsyg.2023.1109092

Ejemplares similares