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

Cite this

@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",

journal = "Internet Research",

issn = "1066-2243",

}