Elaboration likelihood model perspective on millenial live streaming buyers' impulsive buying tendency
Accelerated by the COVID-19 pandemic, an increasing number of retailers are shifting away from physical stores to digital shopping. In e-commerce, product presentation has shifted from basic textual or graphical descriptions to the adoption of live streaming (i.e., real-time video). Due to the ex...
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| Format: | Thesis |
| Language: | English |
| Published: |
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/111801/1/SPE%202023%202%20IR.pdf |
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