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Keywords: Multi-group analysis
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Journal Articles
How do live-streamers attract their consumers: insights from a multi-group analysis
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (12): 3353–3370.
Published: 21 June 2024
..., and responsiveness of live-streamers have positive impacts on consumer engagement through perceived trust and perceived pleasure. Moreover, through multi-group analysis, this study found that compared with enterprise live-streamers, the moral reputation of individual live-streamers exerts a stronger effect...
Journal Articles
Ride-hailing apps' continuance intention among different consumer groups in Indonesia: the role of personal innovativeness and perceived utilitarian and hedonic value
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2021) 33 (5): 1195–1219.
Published: 03 November 2020
... Multi-group analysis Sharing economy The Research Center and Community Services Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya 6649/Tg.20003/08/18 A ride-hailing service, which is a part of the new business model of the sharing economy, has become an increasingly popular mode...
