How does e-commerce live streaming in China affect consumers’ purchasing intentions?

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How does e-commerce live streaming in China affect consumers’ purchasing intentions?

In recent years, the live streaming sector has had significant growth due to the concurrent rise of the national high-tech industry and rapid economic development. This industry has effectively impacted the lifestyle and buying habits of contemporary individuals by capitalizing on its distinctive de...

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Bibliographic Details
Main Author:	Miao, Yihe
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2024
Subjects:	e-commerce live streaming live streaming characteristics perceived trust SOR model purchase intention.
Online Access:	https://eprints.nottingham.ac.uk/76079/

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