How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

Livestream shopping has become the focus of current marketing practises, while theoretical research on it is still in initial stages. Thus, from the para-social interaction (PSI) theory perspective, this study draws on cognitive–affective system theory as an analytical framework to explore internal...

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Detalles Bibliográficos
Autores principales: Zhu, Liangjie, Li, Huiyao, Nie, Kun, Gu, Chunmei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8507453/
https://www.ncbi.nlm.nih.gov/pubmed/34650488
http://dx.doi.org/10.3389/fpsyg.2021.730636

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8507453/
https://www.ncbi.nlm.nih.gov/pubmed/34650488
http://dx.doi.org/10.3389/fpsyg.2021.730636

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