HIGHLIGHTS
- who: ufeffXueyanufeff ufeffDongufeff and colleagues from the Dhurakij Pundit University, Thailand have published the Article: Understanding the influencing mechanism of usersu2019 participation in live streaming shopping: A socio-technical perspective, in the Journal: (JOURNAL) of 13/01/2023
- what: The aim of this study is to explore the relationship betw een technological and social factors (visibility, media richness, guidance shopping and real-time interactivity) in live streaming shop ping and consumers` purchase intention. Next, the authors describe the research design and results. To get valid questionnaires, the study designed reverse items to ensure the effectiveness . . .
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