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Keywords: Price concessions
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (6): 717–730.
Published: 30 June 2025
... in China to test the relationships between important stimuli and consumers’ PI on livestreaming platforms, considering the impact of gender differences and consumer trust. Findings Our main findings include (1) price concessions and frequency of interaction in livestreaming platforms positively affect...
