Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality

Social commerce blurs the boundary between online social interaction and online shopping. The emergence of video streams introduces novel marketing modalities to social commerce. However, there is a paucity of comprehensive studies investigating the impact of emerging marketing techniques such as sh...

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Hlavní autoři:	Minwei Deng, Yitong Yang, Baiqing Sun
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	MDPI AG 2024-08-01
Edice:	Behavioral Sciences
Témata:	social commerce live streaming consumer behavior purchase intention field theory
On-line přístup:	https://www.mdpi.com/2076-328X/14/9/738
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