The enrichment of retail e-servicescape with live-streaming integration: insights from qualitative exploration

What is it about?

We emphasized the consideration of the importance of live-streaming in the e-retailing platforms. We answered the question of what are the salient aspects of live-streaming in online retailing. We highlighted the key aspects that drive consumer engagement in live-streaming retailing enriching the e-servicescape can lead to more customer engagement and enhance the shopping experience.

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