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What influences the purchase of virtual gifts in live streaming in China? A cultural context-sensitive model
What influences the purchase of virtual gifts in live streaming in China? A cultural context-sensitive model
2021
Zhengzhi Guan
Fangfang Hou
Boying Li
Chee Wei Phang
Alain Yee-Loong Chong
Keywords:
Social perception
Advertising
China
Live streaming
social orientation
Harmony (color)
Psychology
cultural context
Correction
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