How perceived interactivity affects consumers' shopping intentions in live stream commerce : roles of immersion, user gratification and product involvement
Year of publication: |
2023
|
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Authors: | Joo, Eunsin ; Yang, Jing |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 5, p. 754-772
|
Subject: | Immersion | Live stream commerce | Perceived interactivity | Product involvement | Shopping intentions | User gratification | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Kundenzufriedenheit | Customer satisfaction | Markenimage | Brand image |
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