Exploring the motivating factors for using live-streaming and their influence on consumers' hedonic well-being : the mediating effect of psychological engagement

Isaac Owusu Asante, Yushi Jiang, Miao Miao

Year of publication:	2024
Authors:	Asante, Isaac Owusu ; Jiang, Yushi ; Miao, Miao
Subject:	brand awareness \| consumer-brand relationship \| convenience \| hedonic well-being \| live-streaming marketing \| real-time customer service \| Konsumentenverhalten \| Consumer behaviour \| Beziehungsmarketing \| Relationship marketing \| Hedonischer Preisindex \| Hedonic price index \| Markenimage \| Brand image \| Lebensqualität \| Quality of life \| Zufriedenheit \| Satisfaction \| Markenführung \| Brand management \| Motivation \| Markenartikel \| Brand \| Kundenzufriedenheit \| Customer satisfaction \| Emotion