Consumer purchase behavior in livestreaming commerce: An investigation through the lens of the UTAUT2 model
Type of the article: Research Article AbstractThe rapid growth of livestreaming commerce has transformed online retail in Asian markets, blending entertainment and shopping into an interactive and immersive experience. Despite its increasing prevalence, limited research has examined the determinant...
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
LLC "CPC "Business Perspectives"
2025-12-01
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| coleção: | Innovative Marketing |
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| Acesso em linha: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/23436/IM_2025_04_Chung.pdf |
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