The results show that the morality of live streamers influences consumer purchase intentions by influencing their identity. Furthermore, the entertainment value ...
The Influence of Live Streamer Morality on Consumer Purchase ...
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Abstract: Most of the existing studies have described the characteristics of live streaming and the participation motivation of consumers using surveys.
Apr 25, 2024 · The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship ...
Mar 20, 2024 · This study explores the impact of two characteristics of streamers—expertise and entertainment—on viewers' purchase intention and follow ...
Feb 20, 2024 · This study examines the influencing factors of customers' purchase intention from a value perspective by adopting and extending the Theory of ...
Missing: Morality | Show results with:Morality
Jan 24, 2022 · The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship ...
This study examines the influencing factors of customers' purchase intention from a value perspective by adopting and extending the Theory of Consumption Values ...
Missing: Morality | Show results with:Morality
Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer's purchase intention. Based on the Stimulus-Organism-Response ...
Feb 1, 2023 · According to the data in this research, it can influence an individual's cognitive and affective reactions regarding affordances and ...
Social presence enhances when streamers acknowledge the presence of consumers by mentioning them while live streaming [33] and has a positive influence on live ...
Missing: Identity. | Show results with:Identity.