The Factors Influencing Impulsive Buying Behavior In Live Streaming Shopping Based On S-O-R Model

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 (...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Peng, Wensi
Muut tekijät: Jyväskylän yliopiston kauppakorkeakoulu, Jyväskylä University School of Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2025
Aiheet:
Master's Degree Programme in Digital Marketing and Corporate Communication
Linkit: https://jyx.jyu.fi/handle/123456789/103835

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