直播电子商务中的网络舆论领导风格与购买意向

Jun Ma, Jianyu Chen, Guanxu Zhang, Siyu Chen
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引用次数: 0

摘要

作为网络意见领袖和劝说者,直播者对观众的在线购买意向产生了重大影响,从而使直播电子商务取得了广泛成功。然而,现有研究...
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Online opinion leadership styles and purchase intention in livestreaming e-commerce
As online opinion leaders and persuaders, livestreamers enable the widespread success of livestreaming e-commerce by substantially impacting viewers’ online purchase intention. Yet, extant studies ...
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