Understanding Consumer Behavior in Live Streaming E-Commerce: A Global–China Comparative Study under the TCCM Framework - Contributions to Management Science - Xiaoyu Xu - Books - Springer Verlag, Singapore - 9789819244591 - October 23, 2026
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Xiaoyu Xu
Understanding Consumer Behavior in Live Streaming E-Commerce: A Global–China Comparative Study under the TCCM Framework - Contributions to Management Science

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This book builds a clear theoretical framework for understanding consumer decision-making in live streaming e-commerce, connecting global research insights with Chinese market realities.

Media Books     Hardcover Book   (Book with hard spine and cover)
To be released October 23, 2026
ISBN13 9789819244591
Publishers Springer Verlag, Singapore
Pages 301
Dimensions 150 × 220 × 20 mm   ·   485 g   (Weight (estimated))

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