Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holi...

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Detalles Bibliográficos
Autores principales: Gao, Hongli, Chen, Xinzhi, Gao, Hongling, Yu, Bin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9298487/
https://www.ncbi.nlm.nih.gov/pubmed/35874407
http://dx.doi.org/10.3389/fpsyg.2022.881294

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9298487/
https://www.ncbi.nlm.nih.gov/pubmed/35874407
http://dx.doi.org/10.3389/fpsyg.2022.881294

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