Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research

Wang, Zerong; Wang, Zeen; Rinprasertmeechai, Denisa; Worawan, Saechoen

doi:10.1016/j.jretconser.2024.104031

Journal of Retailing and Consumer Services

2024

DOI: 10.1016/j.jretconser.2024.104031

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Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research

Zerong Wang,

Zeen Wang,

Denisa Rinprasertmeechai

et al.

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Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research

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