Boosting customers’ impulsive buying tendency in live-streaming commerce: the role of customer engagement and deal proneness

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Boosting customers’ impulsive buying tendency in live-streaming commerce: the role of customer engagement and deal proneness

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-makin...

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Bibliographic Details
Main Authors:	Luo, Xi, Cheah, Jun-Hwa, Hollebeek, Linda D., Lim, Xin-Jean
Format:	Article
Published:	Elsevier 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/105636/

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