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Table 1.

Empirical studies on live-streaming e-commerce.

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Table 1 Expand

Fig 1.

Theoretical framework.

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Table 2.

Demographics information.

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Table 3.

Reliability and validity.

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Table 4.

Fornell-larcker criterion (lower left) & Heterotrait-Monotrait Ratio (HTMT).

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Table 5.

Determinant coefficient (R2), predictive relevance(Q2), and effect size (f2).

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Fig 2.

Structural model results.

* p < 0.05, ** p < 0.01, NS: not significant.

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Fig 2 Expand

Table 6.

Direct effect.

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Table 6 Expand

Table 7.

Moderating effect.

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Table 7 Expand

Fig 3.

Moderating Effect of SP on FV → PI.

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Fig 4.

Moderating Effect of SP on SV → PI.

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Fig 5.

Moderating Effect of SP on EMV → PI.

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Fig 6.

Moderating Effect of SP on EPV → PI.

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Fig 7.

Moderating Effect of SP on CV → PI.

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Fig 8.

Moderating Effect of SP on SGV → PI.

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