Emotional factors play a crucial role in streaming live marketing of agricultural products. Some literature explored several emotional factors’ impact on consumers’ purchase intention. Nonetheless, th
With the widespread adoption of mobile networks, live streaming e-commerce has experienced robust growth. Marketing discourse plays a crucial role in communication between live streamers and consumers
While live commerce provides consumers with a new shopping experience, it also leads them to experience shopping failures and to develop a self-protection mechanism to prevent wrong purchases. To addr
