| Research Title |
LIVE STREAMING ATTRIBUTES, BRAND COOLNESS, AND CUSTOMER DELIGHT |
| Date of Distribution |
10 August 2024 |
| Conference |
| Title of the Conference |
International Conference on Humanities, Social Science and Business Management |
| Organiser |
World Research Forum for advances in Science and Engineering (WRFASE) |
| Conference Place |
Hearton Hotel Kyoto |
| Province/State |
เกียวโต ญี่ปุ่น |
| Conference Date |
10 August 2024 |
| To |
11 August 2024 |
| Proceeding Paper |
| Volume |
2024 |
| Issue |
- |
| Page |
22-26 |
| Editors/edition/publisher |
Institute for Technology and Research (ITRESEARCH) |
| Abstract |
The study aims to investigate interrelationships among live streaming attributes, brand coolness, and customer delight in purchasing fashion clothes via live streaming in Thailand. The data were collected using online questionnaires from 390 samples of individuals who purchased fashion clothes via live streaming. They were analyzed using structural equation modeling. The result of the study revealed that live streaming attributes directly influenced brand coolness and customer delight. Furthermore, customer delight was also influenced by brand coolness. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
Publication
Journal Publication
ไทย