The Role of Perceived Value and Risk in Shaping Purchase Intentions in Live-Streaming Commerce: Evidence from Indonesia

This study examines how dual appraisals of value and risk jointly shape purchase intention in live-streaming commerce, refining the Stimulus–Organism–Response (S-O-R) framework for an understudied market context. Drawing on data from Indonesian live-stream shoppers, we demonstrate that stimuli such...

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Bibliografske podrobnosti

Principais autores:	Dedy Syamsuar, Deden Witarsyah
Format:	Artigo
Jezik:	Inglês
Izdano:	MDPI AG 2025-11-01
Serija:	Journal of Theoretical and Applied Electronic Commerce Research
Teme:	live-stream shopping user behaviour Stimulus–Organism–Response (SOR) perceived value perceived risk consumers’ purchase intention
Online dostop:	https://www.mdpi.com/0718-1876/20/4/298
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