The usage of live streaming in affecting customer purchase intention
The purpose of this study was to explore the factors that influence customers' purchase intention in live streaming, including social media celebrity, informativeness and user-generated content. Customer satisfaction will then be explored as a mediator. A total of 317 questionnaires were d...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2023
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| Online Access: | http://eprints.utar.edu.my/6282/1/FYP_Chen_BoNian_CHEN%2C_BONIAN.pdf http://eprints.utar.edu.my/6282/ |
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