The purpose of this paper is to identify factors that affect impulse buying behavior in live
streaming shopping and their relationship. This research constructed an impulse purchase …

Impulse buying behavior of live streaming shopping is increasingly prevalent in recent
years, yet relatively limited knowledge is available on this phenomenon. Based on SOR …

With the rapid growth of the Internet economy and the emergence of e-commerce platforms
in recent years, merchandise sales via live streaming commerce have also become …

Live streaming is an effective tool to increase products sales, which has become a new
social commerce. However, few studies have explored the psychological mechanisms of …

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 …

The present study aims to examine the processes by which various qualities of live-
streaming platforms impact customers impulsive buying behavior. The study primarily …

In the past few years, online shopping has become popular and getting accepted by the
consumers, before the purchase, consumer would like to check the online shopping platform …

Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …

Purpose Based on the stimulus-organism-response theory, this research constructs the
influence of the stimulus factors of the live-streaming shopping environment on consumers' …

Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …