Mediating effect of emotional response between streamers’ characteristics and consumer purchase intention in e-commerce live streaming

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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...

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Bibliographic Details
Main Authors:	He, Changhua, Hashim, Norliana, Kamarudin, Syafila, Yu, Mengyao, Shi, Lijun
Format:	Article
Language:	English
Published:	Asia Pacific Academy of Science 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/117478/ http://psasir.upm.edu.my/id/eprint/117478/1/117478.pdf

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