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How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated

Liangjie Zhu1, Huiyao Li1, Kun Nie1

  • 1School of Business Administration, Zhejiang Gongshang University, Hangzhou, China.

Frontiers in Psychology
|October 15, 2021
PubMed

Keywords:
anchors' characteristicscognitive-affective system theorylivestream shoppingonline interaction propensitypara-social interaction

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