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Keywords: Comercio electrónico en directo
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (4): 537–556.
Published: 25 December 2025
... Comercio electrónico en directo Teoría SOR 互动性 共体验 消费者参与 直播电商 sor理论 Live streaming is increasingly becoming a popular digital platform strategy that combines sight, sound and motion to convey product information (Yen, 2018). This user-friendly approach improves consumer knowledge about...
