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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

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