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Keywords: Mutuality
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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
.../methodology/approach Data collection was carried out in the form of a questionnaire survey. Data from 416 respondents were analyzed by structural, followed by further test by fsQCA method. Findings Perceived controllability, perceived responsiveness and perceived mutuality positively influence tie...
