Offense and defense between streamers and customers in live commerce marketing: Protection motivation and information overload - Cao, Junwei; Zhong, Lingling; Liu, Dong; Zhang, Guihua; Shang, Meng (PloS one, 2024)
Keywords: Adult; Commerce; Communication; Consumer Behavior; Consumer protection; Consumers; Cost analysis; Decision making; Effectiveness; Electronic commerce; Female; Humans; Industry forecasts; Influence; Information overload; Information technology; Laws, regulations and rules; Male; Market strategy; Marketing; Marketing - methods; Models, Theoretical; Motivation; Overloading; Purchasing; Shopping; Streamer formation; Streaming; Streaming media; Tourism; Uncertainty analysis; China