KOREASCHOLAR

HOW SOCIAL PRESENCE AND TELEPRESENCE INFLUENCE PURCHASE INTENTION IN LIVE STREAMING COMMERCE: THE MEDIATING ROLES OF PERCEIVED ENJOYMENT AND USEFULNESS

Eunsin Joo

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/442853

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.910

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Keyword

Live Streaming Commerce Social Presence Telepresence perceived Enjoyment Perceived Usefulness Purchase Intention

Author

Eunsin Joo(Chonnam National University, Republic of Korea)