Fang, W. , Kumboon, B. , Prakthayanon, S. and Karaweak , S. 2024. The Purchase Intention of E-Commerce Live Broadcast Consumers and Its Influencing Factors Based on SOR Theory - Mediated by Perceived Value and Consumption Release. International Journal of Multidisciplinary in Management and Tourism. 8, 1 (Jun. 2024), 1–12. DOI:https://doi.org/10.14456/ijmmt.2024.1.