How Live Streaming Commerce Platforms Drive Consumer Purchase Intention: Dual Mediation of Trust and Perceived Value in a UK Sample
Live streaming commerce delivers conversion rates up to ten times higher than conventional online stores, yet research on the psychological mechanisms behind that lift has tested platform features in isolation, through single-mediator pathways. This study examines how three live streaming characteri...
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| Materialtyp: | Artigo |
| Språk: | Inglês |
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MDPI AG
2026-06-01
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| Serie: | Platforms |
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| Länkar: | https://www.mdpi.com/2813-4176/4/2/10 |
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