How social and media cues induce live streaming impulse buying? SOR model perspective
Yu Xiang Xia,
Seong Wook Chae,
Yi Cai Xiang
Abstract:Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how s… Show more
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