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Keywords: Perceived credibility
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Journal Articles
Exploring message sidedness on purchase intention in live streaming e-commerce: the moderation of live streamer type
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Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (12): 3154–3178.
Published: 30 June 2025
... of perceived credibility and perceived uncertainty. Specifically, the message sidedness of a key opinion leader-hosted LSE (KLSE), has a stronger impact than that of the store self-built LSE (SLSE). Originality/value This study enriches the live streaming e-commerce literature in two aspects. On the one...
