Purchase intentions for cultural heritage products in e-commerce live streaming: an ABC attitude theory analysis
With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influenc...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/112115/1/PIIS2405844024025015.pdf http://psasir.upm.edu.my/id/eprint/112115/ https://www.cell.com/heliyon/fulltext/S2405-8440(24)02501-5?_returnURL=https%3A%2F%2Flinkinghub.elsevier.com%2Fretrieve%2Fpii%2FS2405844024025015%3Fshowall%3Dtrue |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |