Live streaming has become an important means for tourism product marketing in the internet
age. However, from value-based marketing perspective, the value attributes and factors of …

This paper presents an innovative business model of a new electronic commerce platform
that overcomes the limitations of existing online shopping by combining live commerce with …

With the proliferation of live streaming, there is evidence that online impulse buying is
becoming an emerging phenomenon. Although many studies have investigated impulse …

Live streaming commerce has rapidly developed in recent years; however serious purchase
hesitation do exist at the final payment stage. Contrary to the previous studies focusing more …

Livestream shopping has experienced an exponential rise in interest from industry and
academia alike. Despite growing attention, the academic literature lacks a clear conceptual …

Purpose Grounding the research in the stimulus-organism-resource (SOR) framework, this
study aims to address the research gap of explaining and predicting the relationship …

Live streaming social commerce, a booming branch of online retailing, has enabled online
retailers to interact with customers face to face, defying spatial restrictions. Recent research …

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has
revolutionized the retail industry, especially during the COVID-19 pandemic. However …

Food live streaming shopping, which features a host eating and promoting the products to
viewers, has become a new form of food marketing. In three studies, the authors examine …

Previous studies have investigated how customer purchase intention is influenced by live
streaming. However, no study has investigated the effect of service marketing mix (7Ps) on …