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Keywords: Live streaming commerce
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers 1–17.
Published: 18 June 2026
...Hao Zhang; Bikun Lin; Zixuang Zhang; Peifeng Zhu Purpose This study aims to investigate the formation of herding behavior among young consumers in live streaming commerce contexts. It explores how key platform features trigger conformity-based purchasing decisions among digital native generations...
