Perceived usefulness positively affects perceived enjoyment. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. It is a new business model that allows vendors to directly face and interact with consumers. Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |