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

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

Nuo Jiang, Liwen Zhang, Huimin Wang

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URLhttps://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)

키워드

live streaming commerce trust transfer theory relational bonds continuance purchase intention

목차

ABSTRACT
REFERENCES

저자

Nuo Jiang(Yeungnam University)
Liwen Zhang(Yeungnam University)
Huimin Wang(Yeungnam University)

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