From Traffic to Quality: A Study on the Dual-Path Driving Effects of Streamer Traits on Consumer Trust and Identification
This study is based on the practical context of the livestream e-commerce industry’s shift from “traffic competition” to “quality competition”. Addressing the limitations of existing research that predominantly focuses on streamers’ external traits while overlooking intrinsic qualities and frequentl...
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| Principais autores: | , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
MDPI AG
2026-03-01
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| Serier: | Journal of Theoretical and Applied Electronic Commerce Research |
| Fag: | |
| Online adgang: | https://www.mdpi.com/0718-1876/21/3/91 |
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