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How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

Source DynamismOnline Customer BehaviorConsumer Decision MakingSocial MediaDigital MarketingInteractive MarketingManagementConsumer ResearchChinese ConsumersLive-streamingSocial InfluenceConsumer BehaviorCommunicationDigital EntertainmentArtsMarketingBuying BehaviorConsumer Engagement