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Faculty of Busines and Mana...
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Young Consumers
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I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment
Journal article
Young Consumers,2022, volume: 23, issue: 3, pages: 449-467
Authors:
Zhong, Yingyu
;
Zhang, Yingying
;
Luo, Meng
;
Wei, Jiayue
;
Liao, Shiyang
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Submit date：2022/02/23
Bargaining power
China
College students
Interaction
PLS-SEM
Price discounts
Professionalism
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