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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.
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
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  Availability: 0
Header DbId: bsu
DbLabel: Business Source Ultimate
An: 192374167
AccessLevel: 2
PubType: Academic Journal
PubTypeId: academicJournal
PreciseRelevancyScore: 0
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  Data: 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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  Data: <searchLink fieldCode="AR" term="%22Xiong%2C+Sha%22">Xiong, Sha</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> xiongsha@stud.tjut.edu.cn</i><br /><searchLink fieldCode="AR" term="%22Wu%2C+Ruijuan%22">Wu, Ruijuan</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Li%2C+Yan%22">Li, Yan</searchLink><relatesTo>2</relatesTo> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Behaviour%22">Journal of Consumer Behaviour</searchLink>. Mar2026, Vol. 25 Issue 2, p579-602. 24p.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=192374167
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1002/cb.70084
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      – Code: eng
        Text: English
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      Pagination:
        PageCount: 24
        StartPage: 579
    Titles:
      – TitleFull: The Effect of E‐Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios.
        Type: main
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            NameFull: Xiong, Sha
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            NameFull: Wu, Ruijuan
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            NameFull: Li, Yan
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          Dates:
            – D: 01
              M: 03
              Text: Mar2026
              Type: published
              Y: 2026
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              Value: 25
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              Value: 2
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            – TitleFull: Journal of Consumer Behaviour
              Type: main
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