Ye, XinMei; Batool, Hira; Huang, Shi-Zheng - In: Journal of Innovation and Entrepreneurship 12 (2023) 1, pp. 1-21
variable, customer engagement and value co-creation as intermediary variables, and customer loyalty as the dependent variable …. This paper explores the evolution from e-commerce livestreaming to customer loyalty. The target sample consists of 475 … loyalty. Customer engagement does not singularly mediate between e-commerce livestreaming and customer loyalty, while value co …