Exploring live shopping dynamics: Insights from purchase intention using structural equation modelling

Live shopping is emerging as a prominent trend in marketing strategy. While it has reached an advanced stage of integration in Asian countries such as China, in Spain, it is still in its nascent phase of diffusion and adoption. Given this disparity, the objective of this paper is to scrutinise the d...

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Bibliographic Details
Published in:Journal of marketing analytics 2025-12, Vol.13 (4), p.1094-1106
Main Authors: Pons Julián, María del Carmen, de Luna, Iviane Ramos
Format: Article
Language:English
Subjects:
Consumers
Decision making
Entertainment
Hypotheses
Market strategy
Marketing
Product development
Purchase intention
Shopping
Social networks
Streaming media
Submerging
User behavior
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