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Keywords: Perceived interactivity
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (5): 754–772.
Published: 09 February 2023
...Eunsin Joo; Jing Yang Purpose This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well...
