The role of social community in influencing purchase intention in live-streaming E-commerce : a social learning theory perspective
Yuan Yin, Bingfeng Bai and Sihua Xu
| Year of publication: |
2025
|
|---|---|
| Authors: | Yin, Yuan ; Bai, Bingfeng ; Xu, Sihua |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 43.2025, 5, p. 934-951
|
| Subject: | Online celebrity live-streaming | Social learning | Social presence | Reference group behavior | SOR model | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Soziale Beziehungen | Social relations | Online-Handel | Online retailing | Lernen | Learning | Electronic Commerce | E-commerce | Soziales Netzwerk | Social network | Soziales Verhalten | Social behaviour | Lernpsychologie | Learning psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-03-2024-0141 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015462937