The Role of Para-social Relationship in Live Streaming Virtual Gift Purchase: A Two-Stage SEM-Neural Network Analysis

Fangfang Hou, Boying Li, Zhengzhi Guan, Alain Yee Loong Chong, Chee Wei Phang

Research output: Contribution to journal › Article › peer-review

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@article{3168cd5a63a8407a956996a9caa0b565,

title = "The Role of Para-social Relationship in Live Streaming Virtual Gift Purchase: A Two-Stage SEM-Neural Network Analysis",

author = "Fangfang Hou and Boying Li and Zhengzhi Guan and Chong, {Alain Yee Loong} and Phang, {Chee Wei}",

year = "2024",

month = mar,

day = "14",

language = "English",

volume = "34",

pages = "2298--2340",

journal = "Internet Research",

issn = "1066-2243",

number = "6",

}

TY - JOUR

T1 - The Role of Para-social Relationship in Live Streaming Virtual Gift Purchase: A Two-Stage SEM-Neural Network Analysis

AU - Hou, Fangfang

AU - Li, Boying

AU - Guan, Zhengzhi

AU - Chong, Alain Yee Loong

AU - Phang, Chee Wei

PY - 2024/3/14

Y1 - 2024/3/14

M3 - Article

SN - 1066-2243

VL - 34

SP - 2298

EP - 2340

JO - Internet Research

JF - Internet Research

IS - 6

ER -