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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