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The Influence Factors of the Characteristics of Live Broadcast E-commerce Anchors on Consumers' Intention to Recommend WOM: A S-O-R Perspective.

Linwei HuChuanmin MiLili Liu
Published in: HCI (54) (2023)
Keyphrases
  • consumer behavior
  • influence factors
  • online shopping
  • marketing strategies
  • electronic commerce
  • social networking sites