Factors Influencing Consumer Purchase Intention on Products Communicated through TikTok Live Streaming among GCBS Students

This study investigates the factors influencing consumer purchase intentions during TikTok live streaming among students at Gedu College of Business Studies in Bhutan. As TikTok rapidly gains popularity as a digital marketing platform, understanding the dynamics of live streaming commerce becomes c...

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Podrobná bibliografie

Hlavní autoři:	Pingola Acharya, Sangay Choden, Pema Yangki, Samira Gurung, Sangay Nima
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Gedu College of Business Studies, Royal University of Bhutan 2025-07-01
Edice:	Bhutan Journal of Business and Management
Témata:	TikTok Live Streaming, Consumer Purchase Intention, Customer Trust, Information Quality, Ease of Use, Electronic Word of Mouth (eWOM), Streamer Attractiveness
On-line přístup:	https://bjbm.gcbs.edu.bt/index.php/bjbm/article/view/63
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