Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …

摘要直播电商具有时间资源稀缺的特征， 通常只持续几个小时时间。 根据心理抗拒理论，
本研究考虑感知急迫作为中介变量， 并将产品类型作为调节变量来探究直播电商的时间性稀缺 …

The rise of live streaming commerce has attracted attention from scholars and practitioners
as a new opportunity to reach consumers. However, few studies have focused on the role of …

The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly
inquiry began to address impulsive buying recently. This research traces live-stream …

The previous experience of customers is assessed by textual reviews and ratings to reflect
their levels of satisfaction with the service or product. Online reviews and ratings have …

The prominence of livestreaming within the business sector has been on the rise, yielding a
transformative impact on the retailing and service landscape. Livestreaming has evolved …

To reduce the negative impacts of the COVID-19 pandemic, local government officers
conducted live streaming to sell and endorse local products. Understanding factors and …

Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …