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Keywords: Live-streaming commerce
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (11): 2956–2977.
Published: 05 June 2025
... and social relationships on these intentions. The research addresses a critical challenge in live-streaming commerce – converting frequent viewers into high-intent purchasers and retaining their continued use. Design/methodology/approach The study establishes a model based on the uses and gratifications...
