To stream or not to stream? exploring factors influencing impulsive consumption through gastronomy livestreaming
Purpose: In China, the practice of livestreaming while shopping has evolved from a form of entertainment into a new business strategy. In recent years, the gastronomy industry has also adopted livestreaming as a means of online promotion. Based on the stimulus–organism–response theoretical model, th...
| Автори: | , , |
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| Формат: | Стаття |
| Опубліковано: |
Emerald
2022
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