About this document
Fpsyg 14 1104349 by Christine Wee Dizon is a document available to read on EtoBox.
This study examines consumer impulse buying in livestreaming commerce from the perspective of product involvement theory. The researchers conducted an online survey of 504 livestreaming consumers in China. The results showed that factors like perceived value, quality, scarcity, product information feedback, and streamer knowledge can drive cognitive and affective product involvement, leading to impulse buying urges and behavior. However, only cognitive involvement was affected by product design functionalit
- Author
- Christine Wee Dizon
- Language
- EN