The Effect of E‐Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios.
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| Title: | The Effect of E‐Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios. |
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| Authors: | Xiong, Sha1 (AUTHOR) xiongsha@stud.tjut.edu.cn, Wu, Ruijuan1 (AUTHOR), Li, Yan2 (AUTHOR) |
| Source: | Journal of Consumer Behaviour. Mar2026, Vol. 25 Issue 2, p579-602. 24p. |
| Database: | Business Source Ultimate |
| ISSN: | 14720817 |
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| DOI: | 10.1002/cb.70084 |
