Functional or social? Effect of bullet screen type on consumers' continuous watching intention in e-commerce live-streaming
Jiaxin Ma, Depeng Zhang, Lihong Fu, Wanli Zhou
Purpose The purpose of this study is to investigate the effects of different bullet screen types (functional vs social) on the continuous watching intention of consumers, as well as the influence mechanism. In addition, this study analyses the moderating role of consumer …
cn (code pays fourni par la source)
10 citations
Journal of Research in Interactive Marketing