BusinessHumanities and Social Sciences Communications
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.
Related Publications
Explore these studies to deepen your understanding
Adjacent work that informs or extends this paper's methodology and findings.
Business
Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China
M. Yi, M. Chen, et al.
Business
Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective
C. Gu and Q. Duan
Business
The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment
K. M. Selem, M. H. Shoukat, et al.
Business
How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors
X. Shen and J. Wang
