Parasocial Interaction and Perceived Value as Determinants of Intention to Buy Made-in-Thailand Products through Live- Streaming Personal Shoppers
This research investigates the rising trend of live shopping and jasa titipan (jastip) in Southeast Asian digital commerce, focusing on the growing popularity of Made in Thailand products among Indonesian consumers. Livestream commerce has changed consumer behaviour by offering immediacy, interactivity, and immersive d...