Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective
Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on consumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationships...
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| Formato: | Artigo |
| Idioma: | Inglês |
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MDPI AG
2022-05-01
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| coleção: | Information |
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| Acesso em linha: | https://www.mdpi.com/2078-2489/13/5/239 |
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