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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Sudarsan Jayasingh

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Open access Sep 2026

Drivers of Consumer Attitude and Purchase Intention in Livestream Commerce in India: A Uses and Gratification Perspective

Live commerce (LC) is a form of online shopping that integrates real-time video streaming with capabilities for live demonstrations, interactions, and instant purchasing. Although live streaming has transformed e-commerce, empirical research examining its adoption among Indian consumers remains scarce. This research ai...

Sudarsan Jayasingh, Tanmay Chattopadhyay · 0 citations

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