# Effects of Background Fitting of e-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective

> Research article (Psychology Research and Behavior Management, 2023) · cited 104× · AI/ML

**Wikidata**: [openalex:W4318168172](https://www.wikidata.org/wiki/openalex:W4318168172)  
**Source**: https://4ort.xyz/entity/effects-of-background-fitting-of-e-commerce-live-streaming-on-consumers-purchase-intentions-a-cognitive-affective-perspe