The Impact of Customer Engagement on Perceived Value in the Context of E-commerce Livestreaming

• Published in: Journal of distribution science Vol. 22; no. 2; pp. 51 - 61
• Main Author: Youcheng WANG
• Format: Journal Article
• Language: Korean
• Published: 29.02.2024
• Subjects: Perceived Value; Perceived Risk; Distribution Science; E-commerce Livestreaming; Customer Engagement

Purpose: This comprehensive study delves into the intricate relationship between customer engagement, perceived risk, and perceived value within China's burgeoning e-commerce livestreaming sector. It focuses on how different customer engagement types in livestreaming influence their perception...