Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …

The emergence of live-streaming commerce has fueled the phenomena of impulse buying.
However, existing understanding of this phenomenon is relatively limited. In this study, we …

From the perspective of consumers, this research studied four factors including price
promotion, time pressure, interpersonal interaction and visual appeal influencing the …

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

The rapid popularity of live streaming promotes the emergence of a new business model
known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live …

Purpose Based on the stimulus-organism-response theory, this research constructs the
influence of the stimulus factors of the live-streaming shopping environment on consumers' …

Purpose This paper aims to examine how presence (the social presence of live streaming
platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow …

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

Previous studies in the context of livestreaming commerce have largely overlooked the role
of the distinctive characteristic of real-time interactivity in fostering cognitive/affective …

A significant characteristic of live streaming commerce is that popularity cues are tactically
created and utilized to improve product sales, as atmospheric cues. However, research on …