The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior
Sign Up to like & getrecommendations! Published in 2023 at "Journal of Interactive Marketing"
DOI: 10.1177/10949968231156104
Abstract: Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and… read more here.
Keywords: food; mukbang live; live streaming; perceived value ... See more keywords
The Formation Mechanism of Impulse Buying in Short Video Scenario: Perspectives From Presence and Customer Inspiration
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.870635
Abstract: It has been found in many cases that consumers are prone to exhibit impulsive buying behavior that is manifested as being immediate, emotional, and irresponsible especially under short video scenario. Supported by the customer inspiration… read more here.
Keywords: impulse purchase; customer inspiration; short video; presence ... See more keywords