“Mine!”: The mediating effect of trust to the role of perceived value in live selling on influencing customer purchase intention

• Main Authors: Ang, Erika T., Gallardo, Blaise Ann C., Qiu, Alvin Sonny L., Sojua, Christopher Robin S.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer behavior; Electronic commerce; E-Commerce; Marketing; Sales and Merchandising
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/109; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1041/viewcontent/_Mine___2The_Mediating_Effect_of_Trust_to_the_Role_of_Perceived_Va_Redacted.pdf
• Institution: De La Salle University

Following the closure of malls and physical businesses, the pandemic drove Filipino consumers to switch to e-commerce, resulting in the emergence of live stream commerce. Since this form of commerce remains relatively new to the country, the researchers delved more into the phenomena of live stream...