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Keywords: Real-time interaction
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 28 July 2026
...Yan Liu; Wanxing Li; Qiang Wan; Xiangmeng Huang Purpose Live-streaming e-commerce is characterized by real-time interaction, namely, consumer-streamer interaction (CSI) and consumer-consumer interaction (CCI). Integrating uses and gratifications theory (UGT) and the Elaboration Likelihood Model...
