Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector

Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigatin...

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Bibliographic Details
Main Authors: Gu Yang, Wornchanok Chaiyasoonthorn, Singha Chaveesuk
Format: Article
Language:English
Published: Elsevier 2024-09-01
Series:Acta Psychologica
Subjects:
E-commerce live streaming
SOR
Trust
Impulsiveness
Purchase intention
Online Access:http://www.sciencedirect.com/science/article/pii/S0001691824002920

Internet

http://www.sciencedirect.com/science/article/pii/S0001691824002920

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