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A protective buffer or a double-edged sword? Investigating the effect of "parasocial guanxi" on consumers' complaint intention in live streaming commerce

LinLin Huang, Long Ma 0004. A protective buffer or a double-edged sword? Investigating the effect of "parasocial guanxi" on consumers' complaint intention in live streaming commerce. Computers in Human Behavior, 151:108022, February 2024. [doi]

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