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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2021
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| Materias: | |
| 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 |