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How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

A significant characteristic of live streaming commerce is that popularity cues are tactically created and utilized to improve product sales, as atmospheric cues. However, research on live streaming commerce that investigates the effects of popularity cues is scarce. This study aims to reveal the ro...

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Detalles Bibliográficos
Autores principales:	Lou, Liguo, Jiao, Yongbing, Jo, Myung-Soo, Koh, Joon
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/PMC9386244/ https://www.ncbi.nlm.nih.gov/pubmed/35992418 http://dx.doi.org/10.3389/fpsyg.2022.948634

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