Research on Determinants Affecting Users’ Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers’ Ability

As an innovative marketing pattern, live-streaming e-commerce supplies advantages over traditional e-commerce in stimulating impulsive purchases. This study developed a theoretical model that examines how perceived live streamers’ abilities (perceived live interaction ability and perceived linguisti...

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Bibliographic Details
Published in:Behavioral Sciences
Main Authors: Jun Chen, Junying Luo, Tian Zhou
Format: Article
Language:English
Published: MDPI AG 2024-02-01
Subjects:
live-streaming e-commerce
impulsive purchase
affective distance
affective trust
perceived live streamers’ ability
Online Access:https://www.mdpi.com/2076-328X/14/3/190

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https://www.mdpi.com/2076-328X/14/3/190

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