Fu, Jen-Ruei; Hsu, Chiung-Wen - In: Industrial Management & Data Systems 123 (2023) 7, pp. 1861-1886
Purpose This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how...