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Keywords: Consumer engagement behavior
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Journal Articles
The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (3): 631–649.
Published: 08 October 2024
...Zhang Bolun; Zhou Yan; Jiang Minghui Purpose This study aimed to verify the impact of e-commerce live streaming interactivity on consumer engagement behavior. Specifically, the multiple dimensions of interactivity and tie strength together form a high-level consumer engagement behavior. Design...
