A study on the mechanism of the effect of web celebrity live streaming on consumers' purchase intention —— Moderated mediating effects model with differences in consumer types
A study on the mechanism of the effect of web celebrity live streaming on consumers' purchase intention —— Moderated mediating effects model with differences in consumer types
Yuhan Liu
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TLDR
It is shown that professionalism, attractiveness and interactivity of web celebrities have a significant positive effect on consumers' purchase intention through perceived value.