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Modelling the Roles of Cewebrity Trust and Platform Trust in Consumers’ Propensity of Live-Streaming: An Extended TAM Method

Donghui Li1, Guozheng Zhang1,*, Zeng Xu1, Yong Lan1, Yongdong Shi2, Zhiyao Liang2, Haiwen Chen3

Hunan Agricultural University, Changsha, 410128, People’s Republic of China (PRC)
Macau University of Science and Technology, Macau, People’s Republic of China (PRC)
National University of Defense Technology, Changsha, 410073, People’s Republic of China (PRC)

* Corresponding author: Guozheng Zhang. Email: email.

TSP_CMC_137.pdf

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