HIGHLIGHTS
- What: Given these considerations, this study attempts to integrate two typical social cues and media properties, as well as personal emotions and perceptions, into the interpretation of impulse buying. The authors propose: Perceived personalization and perceived responsiveness represent the intensity and richness of streamer interaction, respectively. The authors propose: Hypothesis 1 (H1): Streamer interaction has a positive effect on arousal. The authors propose: experience of more specific simulated trial products (Huang and Chung, 2024), thereby reducing product uncertainty.
- Who: Yu Xiang Xia et al. from the Hankuk University of Foreign Studies, Republic of have published . . .
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