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An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, al...

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Principais autores: Haijian Wang, Jianyi Ding, Umair Akram, Xialei Yue, Yitao Chen
Format: Artigo
Sprog:Inglês
Udgivet: MDPI AG 2021-08-01
Serier:Information
Fag:
flow experience
social presence
involvement
purchase intention
Online adgang:https://www.mdpi.com/2078-2489/12/8/324
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