Aungkana Jattamart; Nusawat, Paingruthai; Achaporn … - In: Journal of open innovation : technology, market, and … 9 (2023) 2, pp. 1-16
After the outbreak of COVID-19, E-commerce lives streaming (ELS) has become popular as a marketing tool to reduce spatial restrictions and control the spread. However, there are concerns about the hesitance to pay after purchasing through ELS. This study examined the psychological factors from a...