How Streamers Foster Consumer Stickiness in Live Streaming Sales
Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates...
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| Hauptverfasser: | , , , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
MDPI AG
2023-07-01
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| Schriftenreihe: | Journal of Theoretical and Applied Electronic Commerce Research |
| Schlagworte: | |
| Online-Zugang: | https://www.mdpi.com/0718-1876/18/3/61 |
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