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Keywords: Purchasing behavior
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Journal Articles
Journal:
Internet Research
Internet Research (2023) 33 (7): 46–71.
Published: 06 March 2023
... in China. A fixed-effects negative binomial regression model was used to examine the proposed research model. Findings This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior...
