Unpacking the link between parasocial relationships and gifting in live streaming: A mediation and moderation perspective

作者：Lin Liu, Qi Dong, Xiaoya Wang, Chunke Su, Mengxiao Zhu · 发表于：Journal of Retailing and Consumer Services · 年份：2025 · DOI：10.1016/j.jretconser.2025.104436 · 被引用次数：5 · 研究领域：Media Influence and Health、Impact of Technology on Adolescents、Digital Marketing and Social Media