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Understanding the purchase intention in live streaming from the perspective of social image

Business

Understanding the purchase intention in live streaming from the perspective of social image

J. Zou and X. Fu

This article, conducted by Jiangbo Zou and Xiaokang Fu, explores how a streamer's social image characteristics, like physical attractiveness and authenticity, impact consumer purchase intentions in e-commerce live streaming. Discover the surprising findings on entertainment features and responsiveness in this intriguing study.

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