MATMALAI , K. Studying the Impact of Live-Streaming E-Commerce on Shift-ing Consumer Behavior. ICON International Journal of Management, [S. l.], v. 1, n. 1, 2026. Disponível em: https://so16.tci-thaijo.org/index.php/ICON/article/view/3279. Acesso em: 1 oct. 2026.