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Keywords: Para-social interaction
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (2): 273–293.
Published: 14 August 2024
... e-commerce, both product characteristics and streamer characteristics significantly influence consumers' trust in products. The para-social interaction plays a partial mediating role in the relationship between streamer characteristics and product trust. Secondly, four distinct paths are identified...
