Tang, Xiaoli; Li, Xiaolin; Hao, Zefeng - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2539-2557
background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms … through which background visual complexity influences consumers' purchase decisions. Design/methodology/approach The … background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs …
