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An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness

Streamer AttractivenessOnline Customer BehaviorConsumer Decision MakingDigital MarketingInteractive MarketingLive Streaming CommerceManagementUser ExperienceConsumer ResearchInteraction–immersion ModelLive-streamingConsumer BehaviorCommunicationDigital EntertainmentUser PerceptionMarketingConsumer Engagement