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Marketing by live streaming: How to interact with consumers to increase their purchase intentions

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 (IPI), interactions...

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Principais autores: Feng Liu, Yan Wang, Xiaoxu Dong, Huawei Zhao
Format: Artigo
Sprog:Inglês
Udgivet: Frontiers Media S.A. 2022-08-01
Serier:Frontiers in Psychology
Fag:
live streaming
social presence
consumer conformity
purchase intention
search product
experience product
Online adgang:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.933633/full
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