Harnessing Empathy: The Power of Emotional Resonance in Live Streaming Sales and the Moderating Magic of Product Type
The emotional expressions in live streaming e-commerce possess a strong contagious effect, enabling viewers to easily resonate with the specific emotions conveyed by the streamers and consciously build an empathy transmission chain. This study constructs a regression model based on the emotional con...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-02-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/1/30 |
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