Mediating effect of emotional response between streamers’ characteristics and consumer purchase intention in E-commerce live streaming
Objective: This study aims to explore how streamers' characteristics affect consumers' purchase intentions in e-commerce live streaming. Specifically, the study examines this relationship through the mediating role of emotional responses. Design/Methods: The study sample included 325 e-com...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Arts and Science Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116685/ http://psasir.upm.edu.my/id/eprint/116685/1/116685.pdf |