Understanding purchase intention in e-commerce live streaming: Roles of relational benefits, technological features and fan identity salience

Fangfang Hou, Boying Li, Zhengzhi Guan, Yueqiu Hu, Alain Yee Loong Chong

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

7 Citations (Scopus)

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Computer Science