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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| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Emerald
2023
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/3151/ https://doi.org/10.1108/INTR-04-2023-0260 |
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