Leave or stay? : factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor
Cong Cao, Chengxiang Chu and Xinyi Ding, and Yangyan Shi
| Year of publication: |
2024
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| Authors: | Cao, Cong ; Chu, Chengxiang ; Ding, Xinyi ; Shi, Yangyan |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 8, p. 1871-1897
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| Subject: | Consumer behaviour | Content anchor | E-commerce | Live streaming | Purchase intention | Transformation | Konsumentenverhalten | Electronic Commerce | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-08-2023-0740 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015210709