Li, Jianan; Jin, Xiaotong; Zhao, Taiyang; Zhou, Liying - 2022
With the boom in e-commerce live streaming in recent years, almost all walks of life have adopted e-commerce live … streaming. Although the marketing form of e-commerce live streaming has fantastic potential, it cannot be a panacea for the … digitalization of marketing. This study proposes that consumers' power states can influence their preferences for e-commerce live …