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Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators
As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally. However, little theoretical research has been conducted to understand the role of streamers and products in live strea...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Springer US
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9489479/ https://www.ncbi.nlm.nih.gov/pubmed/36157275 http://dx.doi.org/10.1007/s10799-022-00375-7 |