Crossmark

Matching is believing: the effect of congruency on purchase intention in live streaming shopping context

Published Online: 2024-12-19

Published Print: 2025-01

Authors

Wang, Yuqi

Liu, Guohua

Zhu, Liangjie

Nie, Kun https://orcid.org/0000-0002-1334-7439
Qiong, Wang
Funding

Funding for this research was provided by:

National Social Science Fund of China (20BGL058)
License Information

Text and Data Mining valid from 2024-12-19

Version of Record valid from 2024-12-19
More Information

Article History

Accepted: 11 December 2024

First Online: 19 December 2024

Declarations

:

: This study has been approved by the ethics committee of Zhejiang Gongshang University. Informed consent was obtained from all participants before they participated in the study.

: None

Document is current