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Updated: May 10, 2025

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流媒体的不同幽默风格如何影响消费者回购意图?

Guangming Li1, Yuan Xia1

  • 1Business School, Hohai University, Nanjing 210000, China.

Behavioral sciences (Basel, Switzerland)
|April 26, 2025
PubMed
概括

使用关联性幽默的电子商务直播者提高了消费者的信任,并增加了回购意图. 相反,积极的幽默会降低信任,降低回购意图,影响消费者的行为.

关键词:
电子商务的实时直播.幽默风格 幽默风格 风格 幽默风格关系质量关系质量.社会交换理论社会交换理论在信任信任信任信任信任信任.

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