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  1. Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying.Yusen Ye, Zhili Zhou & Huawei Duan - 2022 - Frontiers in Psychology 13.
    As philanthropic sales via live-streaming shopping have played an important role in alleviating the huge backlog of agricultural products during the outbreak of the COVID-19 pandemic, this paper aims to study how online interaction in philanthropic marketing exerts influence on consumer impulse buying behaviors. We empirically explore four major dimensions of online interactions in philanthropic live-streaming sales, i.e., the live streamers’ image, the herd effect of consumers, the responsiveness of sellers, and the mutual trust between consumers. The results reveal that (...)
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