Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model
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DOI: 10.1177/21582440231172678
Abstract: The emergence of live-streaming commerce has fueled the phenomena of impulse buying. However, existing understanding of this phenomenon is relatively limited. In this study, we adopted the stimulus-organism-response (SOR) paradigm to create an influence mechanism… read more here.
Keywords: behavior live; buying behavior; live streaming; buying ... See more keywords