Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory

• Main Authors: Luo, Xi *, Cheah, Jun-Hwa, Lim, Xin-Jean, Ramayah, T *, Dwivedi, Yogesh K.
• Format: Article
• Published: Emerald 2023
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/3151/; https://doi.org/10.1108/INTR-04-2023-0260
• Institution: Sunway University

Purpose The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impuls...