Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce
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DOI: 10.3389/fpsyg.2022.944607
Abstract: Live commerce is a phenomenally innovative form of social commerce in China. In this paper, the authors aim to explore the authenticity of live commerce. By employing a qualitative approach using in-depth interviews and grounded… read more here.
Keywords: commerce; concepts authenticity; live commerce; explicit concepts ... See more keywords