Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception

Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception

This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S–O-R) model. We also tested the moderating effects of price perception and...

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Bibliographic Details
Main Authors:	Zhitan Feng, Abdullah Al Mamun, Mohammad Masukujjaman, Mengling Wu, Qing Yang
Format:	Article
Language:	English
Published:	Elsevier 2024-04-01
Series:	Heliyon
Subjects:	Livestreaming Online impulsive buying Price perceptions S–O-R theory Susceptibility to social influence Scarcity persuasion
Online Access:	http://www.sciencedirect.com/science/article/pii/S2405844024043780

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