Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective
Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on con- sumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationship...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI
2022
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |