What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model
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DOI: 10.1111/isj.12367
Abstract: China is one of the largest and fastest‐growing markets for live streaming, and the purchase of virtual gifts in live streaming is the core for streamers and live streaming platforms in China to survive and… read more here.
Keywords: streaming china; live streaming; cultural context; virtual gifts ... See more keywords