A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce

Huang, Linlin; Ma, Long

doi:10.1016/j.chb.2023.108022

Computers in Human Behavior

2024

DOI: 10.1016/j.chb.2023.108022

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A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce

Linlin Huang,

Long Ma

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A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce

Cited by 5 publications

References 85 publications

Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks

Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks

Foreigners’ Alipay Usage in Mainland China: An Exploratory Study

Chinese guanxi in computer-mediated communications (CMC): a scoping review of business and management studies

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