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Keywords: Live streamer type
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Journal Articles
Exploring message sidedness on purchase intention in live streaming e-commerce: the moderation of live streamer type
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (12): 3154–3178.
Published: 30 June 2025
... decisions. Based on the theories of attribution and signal, this study aims to explore the influences of message sidedness on purchase intention and the moderation roles of live streamer types. Design/methodology/approach A 2 × 2 factorial randomized experiment was conducted to empirically test...
