Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model
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 adopted the stimulus-organism-response (SOR) paradigm to create an influence mechanism of impulse buying behavior in live s...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231172678 |