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A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory
Drawing on the dual-systems theory (DST), this study proposes a research model that focuses on how the characteristics of the key opinion leader influence consumers’ purchase intention in live streaming commerce (LSC). We collected data through questionnaire surveys from samples of consumers in Chin...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9759061/ http://dx.doi.org/10.1007/s10660-022-09651-8 |