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Broadcasters’ expertise and consumers’ purchase intention: The roles of consumer trust and platform reputation

Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers’ purchase intention. To examine our hypotheses, we distributed questionnaires to 2...

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Detalles Bibliográficos
Autores principales:	Li, Jie, Zheng, Ruyi, Sun, Haiqin, Lu, Jiaoying, Ma, Wenbo
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2022
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9669602/ https://www.ncbi.nlm.nih.gov/pubmed/36405130 http://dx.doi.org/10.3389/fpsyg.2022.1019050

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