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With the rapid development of livestreaming marketing in China, consumers spend an increasing amount of time watching and purchasing on the platform, which shows a trend of livestreaming addiction. In the early stage of the COVID-19 pandemic, the addiction exacerbated by a surge of boredom caused by home quarantine. Based on the observation of this phenomenon, this research focused on whether state boredom could facilitate consumers’ livestreaming addiction and explored the associated mechanisms of this relationship. Based on three studies, this (...) |