Enhancing purchase intention in e-commerce live streaming: The moderating role of narrative transportation
Live streaming commerce has emerged as a dominant force in China's e-commerce landscape, driven by its immersive and interactive nature. While prior studies emphasize the roles of product quality and promotional strategies, the interplay between entertainment, psychological engagement (e.g., fl...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | en |
| Published: |
RSIS International
2025
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/45773/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/45773/ https://dx.doi.org/10.47772/IJRISS.2025.908000185 |
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