Whether and how to use live stream for the retailer considering consumer preference? The impact of platform traffic pricing decisions
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DOI: 10.1108/apjml-12-2024-1815
Abstract: PurposeAlthough the trend of livestream sales has become more prevalent due to expanded consumer awareness, choosing a livestream channel may not invariably present the optimal choice for consumers with different value preferences.Design/methodology/approachIn this study, we… read more here.
Keywords: rate traffic; conversion rate; channel; sales conversion ... See more keywords