Live streaming commerce: a review and research agenda
Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …
electronic commerce that merges real-time social interaction with digital marketing. LSC is …
[HTML][HTML] Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision
Y Qu, J Khan, Y Su, J Tong, S Zhao - Journal of Retailing and Consumer …, 2023 - Elsevier
Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly
inquiry began to address impulsive buying recently. This research traces live-stream …
inquiry began to address impulsive buying recently. This research traces live-stream …
How do virtual streamers affect purchase intention in the live streaming context? A presence perspective
W Gao, N Jiang, Q Guo - Journal of Retailing and Consumer Services, 2023 - Elsevier
The rise of live streaming commerce has attracted attention from scholars and practitioners
as a new opportunity to reach consumers. However, few studies have focused on the role of …
as a new opportunity to reach consumers. However, few studies have focused on the role of …
What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective
Y He, W Li, J Xue - Electronic Commerce Research and Applications, 2022 - Elsevier
To reduce the negative impacts of the COVID-19 pandemic, local government officers
conducted live streaming to sell and endorse local products. Understanding factors and …
conducted live streaming to sell and endorse local products. Understanding factors and …