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RSU International Research Conference 2026 on Social Science and Humanities, Education, and Management

Year: 2026

The Influence Mechanism of Implicit Emotional Manipulation and Social Proof on Consumers’ Long-Term Purchase Behavior in Live-Streaming E-Commerce:An Empirical Study Based on the S-O-R Theory

Jia Xu and Fudong Luo

Pages: 283-294

Keywords: live streaming E-Commerce, implicit emotional manipulation, social proof, long-term purchase behavior, S-O-R theory, cognitive bias

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