Impacts of Bullet-Screen Content and Behavioral Characteristics on Consumer Purchasing Behavior in Live Streaming E-Commerce: Moderating Effect of Broadcaster-Product Relevance

Chen Ting; Ding Honghao; Zhou Haoyu; Wu Jiang

doi:10.11925/infotech.2096-3467.2023.1424

Chen Ting, Ding Honghao, Zhou Haoyu, Wu Jiang

Data Analysis and Knowledge Discovery ›› 2025, Vol. 9 ›› Issue (2) : 159-171.

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Data Analysis and Knowledge Discovery ›› 2025, Vol. 9 ›› Issue (2) : 159-171. DOI: 10.11925/infotech.2096-3467.2023.1424

Impacts of Bullet-Screen Content and Behavioral Characteristics on Consumer Purchasing Behavior in Live Streaming E-Commerce: Moderating Effect of Broadcaster-Product Relevance

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{{article.zuoZheEn_L}}. {{article.title_en}}[J]. {{journal.qiKanMingCheng_EN}}, 2025, 9(2): 159-171 https://doi.org/10.11925/infotech.2096-3467.2023.1424