Impact of Scene Features of E-Commerce Live Streaming on Consumers’ Flow and Purchase Intentions of Sporting Goods

Impact of Scene Features of E-Commerce Live Streaming on Consumers’ Flow and Purchase Intentions of Sporting Goods

Purpose—The purpose of this study is to examine the mechanism of scene features (i.e., visual appeal, presence, and scene–product matching) of e-commerce live streaming and how it impacts consumers’ flow and purchase intentions of sporting goods. Design/methodology/approach—To test the hypotheses in...

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Bibliographic Details
Main Authors: Zhengyu Li, Yan Wang, Beth Anne Cianfrone, Zhen Guo, Bo Liu, James Zhang, Chenyu Shi
Format: Article
Language:English
Published: MDPI AG 2025-02-01
Series:Behavioral Sciences
Subjects:
online shopping
e-commerce programming
sport merchandising
immersive experience
Online Access:https://www.mdpi.com/2076-328X/15/2/238

Internet

https://www.mdpi.com/2076-328X/15/2/238

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