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Keywords: Live-streaming
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2025) 29 (8): 1389–1412.
Published: 29 July 2025
...Xi Luo; Xin Jean Lim; Jun-Hwa Cheah; Qiaoling Lin; Li Yingxia Purpose The rapid growth of online fashion makes live-streaming essential, yet research often overlooks the impact of the streamer’s “try-on” service on the viewer’s purchase journey. Grounded in information foraging theory, this study...
