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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...

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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

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