Unveiling how nano live streamers boost consumer purchase intention: The mediating role of trust in nano live streamer using PLS-SEM
Existing research mostly focuses on top live streamers but neglects the cultural adaptability differences of trust mechanisms in the context of nano live streamers and fails to reveal the unique boundary conditions of trust in a collectivist cultural background. Thus, this study aims to explore the...
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| Principais autores: | , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Elsevier
2026-03-01
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| Serier: | Acta Psychologica |
| Fag: | |
| Online adgang: | http://www.sciencedirect.com/science/article/pii/S0001691826001459 |
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