How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

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DOI:10.1016/j.jretconser.2024.103949
作者：Lifang Peng ,?Na Zhang ,?Ling Huang
文献类型：期刊论文
补充材料：只需要正文

Elsevier

Abstract：Streamers, as innovative web influencers and persuaders, have played a crucial role in business marketing success. Extensive research has shown that the characteristics of streamers impact c

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