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Keywords: Tourism e-commerce live-streaming
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Journal Articles
Tourism e-commerce marketing following live-streaming: consumer behavior and verification psychology
Journal:
Tourism Review
Tourism Review (2025) 80 (4): 914–927.
Published: 05 April 2024
...Yuchen Wang; Rui Guo Purpose Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming. Design/methodology/approach Based on grounded theory, data were collected through 20 semi...
