The effects of relational bonds on purchasing intention in the live streaming context : the moderating role of platform type
Shengliang Zhang, Yuqi Song, Dinghao Guo and Ai Ren
| Year of publication: |
2024
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| Authors: | Zhang, Shengliang ; Song, Yuqi ; Guo, Dinghao ; Ren, Ai |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 5, p. 707-736
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| Subject: | Live streaming commerce | perceived value | platform type | purchase intention | relational bonds | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Anleihe | Bond | Digitale Plattform | Digital platform |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2024.2318663 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015049461