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  1. Marketing by live streaming: How to interact with consumers to increase their purchase intentions.Feng Liu, Yan Wang, Xiaoxu Dong & Huawei Zhao - 2022 - Frontiers in Psychology 13.
    Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live streaming interactions into three dimensions, interactions for obtaining product information, interactions for grasping the purchase dynamics of others, and interactions for obtaining monetary incentives, and proposes a comprehensive framework to examine whether live streaming interactions with consumers promote both social presence and consumer conformity, and thereby enhance their purchase intentions. Covariance-based structural equation modeling with (...)
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