How live streamers can motivate consumers' purchase intention: an empirical study based on social presence, trust, and innovation acceptance

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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...

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Bibliographic Details
Main Authors:	Xie, Qing, Mahomed, Anuar Shah Bali, Mohamed, Rosmah, Subramaniam, Anusuiya
Format:	Article
Language:	English
Published:	Human Resources Management Academic Research Society (HRMARS) 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/116880/ http://psasir.upm.edu.my/id/eprint/116880/1/116880.pdf

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