Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory

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Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory

Purpose: The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impuls...

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Bibliographic Details
Main Authors:	Luo, Xi, Cheah, Jun-Hwa, Lim, Xin-Jean, Ramayah, T., Dwivedi, Yogesh K.
Format:	Article
Language:	English
Published:	Emerald Publishing 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/118691/ http://psasir.upm.edu.my/id/eprint/118691/1/118691.pdf

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