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Keywords: Live-streamer type
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Journal Articles
How do live-streamers attract their consumers: insights from a multi-group analysis
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Asia Pacific Journal of Marketing and Logistics (2024) 36 (12): 3353–3370.
Published: 21 June 2024
... the consumer experience (perceived trust and perceived pleasure), and thus affect consumer engagement. In addition, live-streamer type will moderate some of the impacts of live-streamers’ characteristics on consumer experience (see Figure 1). Live-streamers’ characteristics E-commerce live streaming...
