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Keywords: Sports e-commerce
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (7): 1557–1575.
Published: 22 January 2024
... of structural equation modeling for analysis. Findings The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment...
