Effects of Background Fitting of e-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective

PURPOSE: The purpose of this paper is to explore the effects of the background fitting of e-commerce live streaming on consumers’ purchase intentions and the relevant internal psychological mechanism from the cognitive-affective perspective. METHODS: In this study, a theoretical framework model of S...

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Detalles Bibliográficos
Autores principales: Shang, Qian, Ma, Haoyu, Wang, Cuicui, Gao, Li
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Dove 2023
Materias:
Original Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9869996/
https://www.ncbi.nlm.nih.gov/pubmed/36699986
http://dx.doi.org/10.2147/PRBM.S393492

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9869996/
https://www.ncbi.nlm.nih.gov/pubmed/36699986
http://dx.doi.org/10.2147/PRBM.S393492

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