The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology

• Main Authors: Zhu, Peng, Liu, Zixi, Li, Xiaotong, Jiang, Xu, Zhu, Mark Xuefang
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2023
• Subjects: Social sciences::Communication; Customer Engagement; Livestreaming
• Online Access: https://hdl.handle.net/10356/172285
• Institution: Nanyang Technological University

Purpose: Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and whet...