Factors influencing people’s continuous watching intention and consumption intention in live streaming: evidence from China

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Factors influencing people’s continuous watching intention and consumption intention in live streaming: evidence from China

Purpose – This research aims to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming. Design/methodology/approach – This research conducted a mixed-methods study. The semi-structured interview was deployed to develop a research model and a li...

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Bibliographic Details
Main Authors:	Hou, Fangfang, Guan, Zhengzhi, Li, Boying, Chong, Alain Yee Loong
Format:	Article
Language:	English
Published:	Emerald 2019
Subjects:	Live Streaming; Consumption Intention; Interactivity; Social Status Display; Stimuli
Online Access:	https://eprints.nottingham.ac.uk/57228/

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