Why consumers have impulsive purchase behavior in live streaming: the role of the streamer
Abstract To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
BMC
2024-03-01
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| Series: | BMC Psychology |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s40359-024-01632-w |