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Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

Xiaolin Li1, Dunhu Huang2, Guofeng Dong1

  • 1Business and Tourism School, Sichuan Agricultural University, 611830, Chengdu, China.

BMC Psychology
|March 6, 2024
PubMed

Keywords:
FlowImpulsive purchase behaviorLive streamingStreamerTrust

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