The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement

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DOI:10.1016/J.EAP.2023.02.005
作者：Zhou Ying; Huang Wenmin
文献类型：期刊论文
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文献链接：https://ifgfy2b08d79e045e4fd4s6fbcnqu0o5bu6qufficg.res.gxlib.org.cn/kcms2/article/abstract?v=Jq6vDUSEISARiBUL2AK_YT2k04tRYUXC88AOy3H9WB26-bXlUoeQ1BR0Boodwfw1w9Yzap9RtmrJAzuclifnJnWZLWEKmyC73YafZ6dc2ga

Elsevier

Abstract：In this empirical study, based on stimulus–organism–response (SOR) theory and involvement theory, we investigate the intrinsic mechanisms by which the traits of network anchors influence the

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