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Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...
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variable, customer engagement and value co-creation as intermediary variables, and customer loyalty as the dependent variable …. This paper explores the evolution from e-commerce livestreaming to customer loyalty. The target sample consists of 475 … loyalty. Customer engagement does not singularly mediate between e-commerce livestreaming and customer loyalty, while value co …
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