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- Tác giả: Phan Thành Tiến
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 128 p.
- Tóm tắt: This study utilizes Structural Equation Modeling (SEM) to evaluate the impact of different interaction types on purchase intention in livestream e-commerce, revealing that Consumer-Consumer Interaction is the dominant driver of peer influence, trust, and streamer credibility. The findings confirm that Social Presence and Streamer Credibility significantly mediate purchase behavior, whereas, contrary to traditional assumptions, Trust does not directly influence Gen Z's buying decisions in this high-transparency ...
- Từ khóa: Social Presence; Consumer-Consumer Interaction; Purchase Intention; Livestream E-commerce
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