Improving consumer stickiness in livestream e-commerce: A mixed-methods study

With the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in...

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Bibliographic Details

Published in:	Frontiers in Psychology
Main Authors:	Lihong Shen, Yuning Zhang, Ying Fan, Yiduo Chen, Yi Zhao
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2022-08-01
Subjects:	stickiness livestream e-commerce mixed-methods study expectation confirmation theory SmartPLS playfulness
Online Access:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.962786/full