HIGHLIGHTS
- who: Huawei Zhao from the Renmin University of China, China have published the paper: Marketing by live streaming: How to interact with consumers to increase their purchase intentions, in the Journal: (JOURNAL)
- what: This research seeks to conduct an in-depth analysis of interaction-related behaviors in live-streaming e-commerce. This study attempts to reclassify LSI and find a new research perspective on the interactions. Information gathering, social interaction, and online shopping are regarded as the main motivations for consumers to watch live streaming (Wongkitrungrueng and Assarut, 2018; Sun et_al, 2019; Xu and Ye . . .
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