To stream or not to stream? exploring factors influencing impulsive consumption through gastronomy livestreaming
Purpose: In China, the practice of livestreaming while shopping has evolved from a form of entertainment into a new business strategy. In recent years, the gastronomy industry has also adopted livestreaming as a means of online promotion. Based on the stimulus–organism–response theoretical model, th...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Emerald
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/102480/ https://www.emerald.com/insight/publication/issn/0959-6119/vol/34/iss/9 |
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| Institution: | Universiti Putra Malaysia |