The Factors Influencing Impulsive Buying Behavior In Live Streaming Shopping Based On S-O-R Model
Live streaming shopping is rapidly emerging. Especially in China, its market size reached approximately 3.5 trillion CNY in 2022. In light of this background, this study examines how live streaming shopping influences consumers’ impulsive buying behavior. By applying the Stimulus–Organism–Response (...
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| Other Authors: | , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/103835 |