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Impulse Buying in Douyin Live Commerce by Carissa Alanda Basyah is a document available to read on EtoBox.

What is Impulse Buying in Douyin Live Commerce about?

This document discusses impulse buying in social media live streaming commerce. It explores how the interactive and social nature of live streaming can reduce psychological distance and increase feelings of social presence, immersion, and flow experience for viewers. This enhanced affective experience can induce impulse buying behaviors among viewers. The study analyzes survey data from 160 respondents and finds that interactivity, participation, social interaction, and social herding in live streams facili

Author

Carissa Alanda Basyah

Language

EN