Exploring how live streaming affects immediate buying behavior and continuous watching intention : a multigroup analysis
Xingyang Lv, Rui Zhang, Yiran Su and Yang Yang
| Year of publication: |
2022
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|---|---|
| Authors: | Lv, Xingyang ; Zhang, Rui ; Su, Yiran ; Yang, Yang |
| Published in: |
Journal of travel and tourism marketing. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7306, ZDB-ID 2112951-4. - Vol. 39.2022, 1, p. 109-135
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| Subject: | AIDA model | buying desire | continuous watching intention | entertainment | immediate buying behaviour | immersion | interactivity | product interest | time pressure | Tourism live streaming |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10548408.2022.2052227 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013178082