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 investigating the...

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Bibliografische Detailangaben

Hauptverfasser:	Gu Yang, Wornchanok Chaiyasoonthorn, Singha Chaveesuk
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	Elsevier 2024-09-01
Schriftenreihe:	Acta Psychologica
Schlagworte:	E-commerce live streaming SOR Trust Impulsiveness Purchase intention
Online-Zugang:	http://www.sciencedirect.com/science/article/pii/S0001691824002920
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