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Keywords: Live-streaming commerce
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 31 August 2026
... and personalization) drive impulsive buying in live-streaming commerce. It further investigates the dual-process moderating mechanisms of consumer AI literacy, namely, consumers’ AI self-efficacy and consumers’ AI self-competency. Design/methodology/approach Survey data from 527 Chinese consumers with recent AI...
Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 24 August 2026
... 30 04 2026 01 07 2026 30 07 2026 31 07 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Live-streaming commerce Acquisition value Transaction value Diagnostic cues Word of mouth Continued purchase intention...
Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 14 April 2026
... in the streamer and purchase intention in Indonesia’s live streaming commerce. It further investigates whether product involvement changes the relative salience of the three swift guanxi dimensions as trust cues. Design/methodology/approach An online survey of 528 Indonesian consumers with live streaming...
Includes: Supplementary data
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (5): 1175–1196.
Published: 08 October 2024
... image. Eugene Cheng-Xi Aw can be contacted at: eugenecx.aw@gmail.com 02 03 2024 10 06 2024 28 08 2024 06 09 2024 06 09 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Live-streaming commerce Virtual commerce...
