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A protective buffer or a double-edged sword? Investigating the effect of "parasocial guanxi" on consumers' complaint intention in live streaming commerce.

Linlin HuangLong Ma
Published in: Comput. Hum. Behav. (2024)
Keyphrases
  • live streaming
  • electronic commerce
  • peer to peer
  • real time
  • social media
  • quality degradation
  • limited bandwidth
  • next generation networks