How live streamers can motivate consumers' purchase intention: an empirical study based on social presence, trust, and innovation acceptance
Consumer purchase intention is the necessary element for organizational success and needs experience researchers’ emphasis. Hence, the current article examines the role of live streamers’ social presence, trust and innovation acceptance on the consumer purchase intention in retail businesses in Chin...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resources Management Academic Research Society (HRMARS)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116880/ http://psasir.upm.edu.my/id/eprint/116880/1/116880.pdf |