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Influence mechanism of live streaming influencer characteristics on purchase intention under urban-rural and male-female divides: the mediating role of consumer emotions

Crossref DOI link: https://doi.org/10.1007/s12144-025-07558-9

Published Online: 2025-02-18

Published Print: 2025-03

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Zhou, Rong https://orcid.org/0009-0002-3120-4391
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Text and Data Mining valid from 2025-02-18

Version of Record valid from 2025-02-18
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Article History

Accepted: 13 February 2025

First Online: 18 February 2025

Declarations

: The author declares that there are no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

: The questionnaire and methodology for this paper was approved by the Human Research Ethics committee of the University of Malaya (Ethics approval number: UM.TNC2/UMREC_2335).

: Informed consent was obtained from all individual participants included in the study.

: The author has no competing interests to declare that are relevant to the content of this article.

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