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celebrity perceptions on consumer shopping intentions. Therefore, this study aims to investigate the antecedents of live …-streaming shopping intentions by integrating the Perception of Digital Celebrities with the Uses and Gratifications theory. To achieve … Least Squares with the aid of SmartPLS 3. The findings of this study suggest that the Perception of Digital Celebrities has …
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Online retailing has been growing significantly. However, electronic retailers have still encountered some issues related to consumer psychology and potential risks besides the widely acknowledged advantages of the online channels. This current study extends the PPM (Push-Pull-Mooring) framework...
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