Boosting customers’ impulsive buying tendency in live-streaming commerce: the role of customer engagement and deal proneness
With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-makin...
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| Format: | Article |
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Elsevier
2024
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