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Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions
Drawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopp...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9691947/ https://www.ncbi.nlm.nih.gov/pubmed/36438398 http://dx.doi.org/10.3389/fpsyg.2022.1021256 |