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題名 | 休閒型實況主的來源可信度、直播環境氛圍對目標視聽眾知覺價值影響之研究=Study of Source Credibility of the Casual Live Streamers and Impact of Streaming Environment Atmosphere on Audiences' Perceived Value |
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作者 | 賴明政; 吳宗曄; 盧學瑩; Lai, Ming-cheng; Wu, Tsung-yeh; Lu, Hsueh-ying; |
期刊 | 行銷評論 |
出版日期 | 20210600 |
卷期 | 18:1 2021.06[民110.06] |
頁次 | 頁1-34 |
分類號 | 484.7 |
語文 | chi |
關鍵詞 | 電競; 實況主; 來源可信度; 環境氛圍; 知覺價值; 涉入程度; 購買意願; Esport; Streamer; Source credibility; Environmental atmosphere; Perceived value; Involvement; Purchase intention; |