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Keywords: Benefit–risk framework
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2023) 37 (8): 973–988.
Published: 17 April 2023
... to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions. Design/methodology/approach The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey...
