Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency
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DOI: 10.3389/fpsyg.2022.881294
Abstract: We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong… read more here.
Keywords: impulsive buying; organism response; buying; stimulus organism ... See more keywords