Huang Shengchao and Ooi Kok Loang (2024) “THE EFFECT OF INTERNET CELEBRITY CHARACTERISTICS ON UNIVERSITY STUDENTS’ PURCHASE INTENTION IN THE CONTEXT OF LIVE STREAMING E-COMMERCE IN CHINA”, International Journal of Accounting, Finance and Business, 9(55). Available at: https://academicinspired.com/ijafb/article/view/823 (Accessed: 7 October 2024).