Leveraging live e-commerce to enhance online repurchase intentions for luxury brands: Evidence from tiktok in China

Leveraging live e-commerce to enhance online repurchase intentions for luxury brands: Evidence from tiktok in China

This study explores the impact of live e-commerce on enhancing online repurchase intentions for luxury brands, focusing on TikTok in the Chinese market. Drawing on theoretical frameworks in consumer behaviour and digital marketing, the research investigates the interplay between live e-commerce feat...

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Bibliographic Details
Main Authors: Zhang, Tianyang, Lee, Khai Loon, Puteri Fadzline, Muhamad Tamyez
Format: Article
Language:English
Published: Global Academic Excellence (M) Sdn. Bhd. 2024
Subjects:
HD28 Management. Industrial Management
Online Access:http://umpir.ump.edu.my/id/eprint/44328/
http://umpir.ump.edu.my/id/eprint/44328/1/LEVERAGING%20LIVE%20E-COMMERCE%20TO%20ENHANCE%20ONLINE%20REPURCHASE%20INTENTIONS%20FOR%20LUXURY%20BRANDS.pdf

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