How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective
Run Zheng; Zhuyuan Li; Sang-Gyun Na · 2022 · Journal of Retailing and Consumer Services
WASTE classifies this as Negative / Null Result Report · AI classification, approximate
The study found no significant effect — useful as a negative control or null benchmark for your own design.
Abstract (excerpt)
In the emerging retail market, e-tailers operating in developing economies have to cope with the rapid use of the Internet, new electronic purchasing methods and online selling platforms. However, e-tailers do not understand the effect…
Excerpt shown for reference under fair use — read the full paper at the publisher.
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Metadata source: OpenAlex · DOI 10.1016/j.jretconser.2022.103015