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Keywords: Real-time interaction
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2023) 36 (6): 2611–2631.
Published: 04 October 2022
... to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally...
