Modelling the Effects of Variety-Seeking on WOM in a Livestream Context
Xiaobing Yao, Yanxia Zhang, Xiaoqin Yu & Tsai-Fa (TF) Yen · Asian Journal of Education and Social Studies · 2022
This study verifies the effects of fans' perceived variety-seeking on perceived value, attachment, and words of mouth in a live-streaming context. In this study, the questionnaire survey method was used to collect data, and 372 valid samples were obtained through online questionn...
Open access
Research Article
10.9734/ajess/2022/v26i230622