KOREASCHOLAR

THE EFFECT OF RELATIONAL BONDS ON TRUST AND PURCHASE INTENTION IN LIVE STREAMING COMMERCE

Nuo Jiang, Liwen Zhang, Huimin Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/410290
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Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul (2021.11)
pp.374-375
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
live streaming commercetrust transfer theoryrelational bondscontinuance purchase intention
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Author
  • Nuo Jiang(Yeungnam University)
  • Liwen Zhang(Yeungnam University)
  • Huimin Wang(Yeungnam University)