Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce.
Rong LiuLulong LiZhihua DingPublished in: Electron. Commer. Res. Appl. (2024)
Keyphrases
- social interaction
- purchase intention
- online shopping
- product quality
- live streaming
- social networks
- social media
- virtual communities
- online stores
- electronic word of mouth
- survey data
- learning processes
- quality control
- video quality
- electronic commerce
- bit rate
- peer to peer
- user interface
- digital libraries
- website
- search engine