Manufacturer encroachment through live streaming considering consumer disappointment aversion

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DOI:10.1016/j.jretconser.2024.104152
作者：Jingyang Dong ,?Zhimin Guan ,?Tianyang Yu ,?Xingrui Guan ,?Jun Zhang
文献类型：期刊论文
补充材料：只需要正文

Elsevier

Abstract：Live streaming (LS) sales are increasingly popular, leading many manufacturers to adopt the LS channel to encroach on the online market. Three characteristics of the LS channel are identifie

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