Live stream marketing and consumers’ purchase intention: an it affordance perspective using the s-o-r paradigm

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• who: ufeffLuufeff ufeffZhangufeff et al. from the Islamia University of Bahawalpur, Pakistan Taiwan have published the article: Live stream marketing and consumersu2019 purchase intention: An IT affordance perspective using the S-O-R paradigm, in the Journal: (JOURNAL)
• what: This studies have adopted PLS-SEM because it is more suitable to analyze complex models and advanced statistical analysis (Hair et_al, 2011). Before proceeding to test hypotheses, this study conducted a model fitness test using two parameters: the Standardized Root Mean 1 https://www.wjx.cn/ Frontiers in Psychology frontiersin.org 10.3389/fpsyg.2023.1069050 . . .
  

   

  

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