"Mentor or partner: Matching effect of para-social interaction and product ..."

Rong Liu, Lulong Li, Zhihua Ding (2024)

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DOI: 10.1016/J.ELERAP.2024.101410

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type: Journal Article

metadata version: 2024-08-05

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Rong Liu, Lulong Li, Zhihua Ding:
Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce. Electron. Commer. Res. Appl. 65: 101410 (2024)

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