To stream or not to stream? exploring factors influencing impulsive consumption through gastronomy livestreaming

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To stream or not to stream? exploring factors influencing impulsive consumption through gastronomy livestreaming

Purpose: In China, the practice of livestreaming while shopping has evolved from a form of entertainment into a new business strategy. In recent years, the gastronomy industry has also adopted livestreaming as a means of online promotion. Based on the stimulus–organism–response theoretical model, th...

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Bibliographic Details
Main Authors:	Yu, Cheng, Cheah, Jun Hwa, Liu, Yide
Format:	Article
Published:	Emerald 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/102480/

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