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What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

The year 2021 is one of the most significant years for live streaming commerce, since numerous sectors and businesses have begun to sell their items in the form of live broadcast influence. Especially in China, Taobao live streaming often promotes an event by inviting internet celebrities to coopera...

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Detalles Bibliográficos
Autor principal:	Rungruangjit, Warinrampai
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Elsevier 2022
Materias:	Research Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9213714/ https://www.ncbi.nlm.nih.gov/pubmed/35756134 http://dx.doi.org/10.1016/j.heliyon.2022.e09676

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