2022
DOI: 10.3389/fpsyg.2022.913073
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Influence of online comments on clothing impulse buying behavior in mobile short video app live broadcast

Abstract: Based on elaboration likelihood model (ELM), this paper introduces the central route and peripheral route of online comments and constructs a conceptual model affecting consumers’ clothing impulse buying behavior in live broadcast. A total of 737 questionnaires were collected, and 709 valid questionnaires were used for questionnaire analysis. According to the ELM, there are central route (comment quality and comment comprehensiveness) and peripheral route (comment quantity and commentator credibility) of onlin… Show more

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Cited by 7 publications
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