Exploring the Impact of Streamer Competencies and Situational Factors on Consumers’ Purchase Intention in Live Commerce: A Stimulus–Organism–Response Perspective

Recently, the live commerce market has experienced rapid growth, accompanied by increasingly intense competition. To improve business performance in this dynamic environment, it is essential to foster competent streamers and create effective commerce environments. Therefore, this study developed a r...

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Detalhes bibliográficos

Principais autores:	Xiu Cai, Woojong Suh
Formato:	Artigo
Idioma:	Inglês
Publicado em:	MDPI AG 2025-11-01
coleção:	Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:	live commerce stimulus–organism–response (S-O-R) framework streamer competencies functional value of products trust in recommendations purchase intention
Acesso em linha:	https://www.mdpi.com/0718-1876/20/4/296
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