Exploring the underlying mechanisms of customers' intention to adopt product recommendations from live streamers: A moderated mediation approach.
Live streaming has emerged as one of the indispensable channels for product information dissemination. Product recommendations from live streamers play an increasingly important role in customers' purchasing decisions. Our study aims to understand the mechanism behind individuals' intentio...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0314682 |
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