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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Bibliographic Details

Main Authors:	Pan Meizhen, Lim Ming Fook, Li Xiaoqing, Rudy Ansar, Suddin Lada, Brahim Chekima
Format:	Article
Language:	en
Published:	RSIS International 2025
Subjects:	HE1-9990 Transportation and communications HF5601 Accounting
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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