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Keywords: 、消费者购买意图
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Journal Articles
Do the characteristics of live streaming matter? The evidence from China on consumer purchase intention
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 237–257.
Published: 08 April 2025
..., interactividad y visualización) en la intención de compra de los clientes, mediada por valores utilitarios y hedónicos, contribuyendo a la literatura y las prácticas relacionadas. 直播的特性重要吗？来自中国消费者购买意图的证据 研究目的 基于SOR理论（刺激-有机体-反应理论）, 本研究探讨了直播关键情境特性（如互动性、可视化和沟通即时性）与消费者购买意图之间的关系, 并通过感知的实用价值和享乐价值进行分析。本研究旨在概述直播对顾...
