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 …
How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender
There is growing evidence that visual complexity plays a crucial role in consumer purchase
behavior. However, existing research on background visual complexity's effect on …
behavior. However, existing research on background visual complexity's effect on …
Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust
B Wang, F Xie, J Kandampully, J Wang - Journal of Retailing and Consumer …, 2022 - Elsevier
Although online retailing is applying livestreaming to promote both hedonic and utilitarian
products, the differential effectiveness of utilizing this tool across the two types of products is …
products, the differential effectiveness of utilizing this tool across the two types of products is …
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 …
How do e-commerce anchors' characteristics influence consumers' impulse buying? An emotional contagion perspective
Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …
Celebrity endorsement in tourism: Attention, emotional arousal and familiarity
Celebrity endorsement in tourism is utilised by global marketing practitioners to attract
tourists to visit destinations. Despite this, studies are yet to assess the efficacy of two specific …
tourists to visit destinations. Despite this, studies are yet to assess the efficacy of two specific …
TikTok Shop: How trust and privacy influence generation Z's purchasing behaviors
N Putri, Y Prasetya, PW Handayani… - Cogent Social …, 2024 - Taylor & Francis
TikTok has implemented e-commerce functions, such as short video media, images, and
livestreaming for selling products, that make it a social commerce platform. As an emerging …
livestreaming for selling products, that make it a social commerce platform. As an emerging …
Influence mechanism of consumers' characteristics on impulsive purchase in E-commerce livestream marketing
F Deng, Y Lin, X Jiang - Computers in Human Behavior, 2023 - Elsevier
On the basis of the parasocial interaction and social presence that e-commerce livestream
marketing can create, this study used structural equation modeling and the bootstrapping …
marketing can create, this study used structural equation modeling and the bootstrapping …
Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce
Z Mao, Z Du, R Yuan, Q Miao - Journal of Retailing and Consumer Services, 2022 - Elsevier
Nowadays, live streaming e-commerce has become popular all over the world. In this paper,
we study the pricing strategy of new products when they are launched in live streaming …
we study the pricing strategy of new products when they are launched in live streaming …
Impact of streamers' characteristics on sales performance of search and experience products: Evidence from Douyin
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 …
retailers to interact with customers face to face, defying spatial restrictions. Recent research …