Zhijie Yuan

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Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce

Sep 22, 2023 | mdpi.com | Hongbo Li |Zhenzhen Wang |Zhijie Yuan |Xin Yan

1. IntroductionIn recent years, live-streaming commerce has become popular in China. Live-streaming commerce is a new e-commerce model in which web hosts sell merchandise while live streaming online. Live-streaming commerce is becoming a new driving force for e-commerce consumption growth, and almost all major e-commerce platforms in China have enabled the live-streaming function.

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