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Keywords: Perceived interaction
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Journal Articles
When we are alike: homophily in livestream commerce
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (3): 287–301.
Published: 03 March 2025
... of key livestream commerce factors – perceived expertise of live streamers and perceived interaction during live streaming – on audience trust, a critical determinant of purchase intentions. Design/methodology/approach A survey was conducted among livestream shoppers on Taobao. A sample of 313...
