Strong displayed passion and preparedness of broadcaster in live streaming e-commerce increases consumers' neural engagement

Xiaoyu Yu(Xiamen University), Wen Wen(Tsinghua University), Wenhao Wang(Shanghai University), Yajie Li(Hebei University of Engineering), Kexin Zhu(Shanghai University)
Frontiers in Psychology
September 13, 2022
Cited by 14


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