Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigatin...

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發表在:	Acta Psychologica
Main Authors:	Gu Yang, Wornchanok Chaiyasoonthorn, Singha Chaveesuk
格式:	Article
語言:	英语
出版:	Elsevier 2024-09-01
主題:	E-commerce live streaming SOR Trust Impulsiveness Purchase intention
在線閱讀:	http://www.sciencedirect.com/science/article/pii/S0001691824002920