Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Dec. 16, 2024
Purpose
This
article
investigates
the
impact
mechanism
of
scarcity
promotions
in
live
streaming
e-commerce
on
consumer
purchase
intention
context
urban-rural
and
male-female
divides
China,
with
emotional
experience
as
mediating
variable.
Design/methodology/approach
A
total
687
online
questionnaires
are
collected,
model
is
empirically
analyzed
by
partial
least
squares
structural
equation
model.
Findings
Scarcity
positively
influence
intention,
impact.
Furthermore,
urban
residents
greater
than
that
rural
residents.
The
effect
lower
have
a
female
consumers
compared
to
male
consumers.
Originality/value
extends
promotion
theory
e-commerce.
it
first
explore
role
this
process.
Lastly,
investigate
moderating
effects
factors
Tourism Review,
Journal Year:
2024,
Volume and Issue:
unknown
Published: April 4, 2024
Purpose
Based
on
social
cognitive
theory,
this
study
aims
to
explore
the
psychological
mechanism
behind
consumer
verification
behavior
following
tourism
e-commerce
live-streaming.
Design/methodology/approach
grounded
data
were
collected
through
20
semi-structured
in-depth
interviews
and
analyzed.
Findings
This
identified
that
companies
commonly
use
reminder
messages
secondary
promotions
facilitate
of
live-streaming
products.
Throughout
process,
consumers
undergo
various
psychologies
related
verification.
Specifically,
they
experience
four
positive
psychologies:
fear
missing
out,
anticipated
emotions,
status
self-esteem
promotional
perception.
They
also
encounter
two
negative
reactance
invasiveness.
In
addition,
environmental
factors
such
as
type
products
destinations,
along
with
individual
trait
like
miserliness,
experience,
autonomy,
regulatory
mode
impulsiveness,
play
significant
roles
in
shaping
behavior.
These
collectively
influence
formation
Originality/value
can
provide
recommendations
for
conduct
marketing
events
It
is
one
earlier
comprehensive
studies
discussing
how
promote
helps
understand
underlying
Internet Research,
Journal Year:
2024,
Volume and Issue:
unknown
Published: May 23, 2024
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
investigate
how
streamer-
product-centered
signals
influence
customers’
likelihood
making
an
impulsive
purchase
in
the
context.
Design/methodology/approach
An
online
survey
was
designed
distributed
target
respondents
China
using
purposive
sampling.
A
total
735
valid
responses
were
analyzed
with
partial
least
square
structural
equation
modeling
(PLS-SEM).
Findings
Both
streamer-centered
signals,
i.e.
streamer
credibility
interaction
quality,
discovered
significantly
signal,
product
information
quality.
Additionally,
quality
found
have
significant
impact
on
credibility.
Furthermore,
it
observed
that
customer
engagement
played
mediating
role
relationship
between
buying
tendency.
Moreover,
paths
engagement,
as
well
connection
tendency,
be
moderated
by
guanxi
orientation.
Originality/value
Despite
prevalence
purchases
commerce,
few
studies
empirically
investigated
influencing
decisions.
Consequently,
best
our
knowledge,
this
distinguishes
itself
offering
empirical
insights
into
streamers
use
reciprocating
mechanisms
communicate
facilitate
Journal Of Vacation Marketing,
Journal Year:
2024,
Volume and Issue:
unknown
Published: June 5, 2024
Grounded
in
the
social
cognitive
theory,
main
aim
of
this
study
is
to
explore
impact
telepresence,
presence,
and
emotional
engagement
on
impulsive
buying
tendencies
within
realm
travel
live-streaming
(TLS).
To
examine
further,
moderating
effect
guidance
shopping
was
included.
An
online
questionnaire
distributed
332
viewers
from
China,
collected
data
were
analyzed
using
partial
least
squares
structural
equation
modeling
(PLS-SEM).
The
findings
indicate
that
telepresence
presence
exert
significant
influences
tendencies.
Notably,
identifies
mediating
shopping.
In
practice,
research
highlights
importance
streamers
leveraging
TLS
platform
functionalities
amplify
sense
“presence”
cultivate
stronger
connections
with
viewers,
thereby
stimulating
impulse
buying.
Additionally,
are
encouraged
guide
their
decision-making
process,
addressing
concerns
elevate
levels.
Sustainability,
Journal Year:
2025,
Volume and Issue:
17(7), P. 2789 - 2789
Published: March 21, 2025
Within
the
global
wave
of
manufacturing
intelligence,
AI
technologies
are
revolutionizing
industrial
frameworks
through
deep
integration.
As
a
resource-intensive
sector,
fashion
has
become
pivotal
arena
for
assessing
AI’s
role
in
sustainable
development.
China,
world’s
largest
apparel
producer,
faces
unique
integration
challenges,
highlighting
intersection
innovation
and
sustainability.
To
further
explore
impact
AI-powered
try-on
technology
on
impulsive
buying
intentions
young
Chinese
consumers,
this
research
utilizes
modified
version
stimulus–organism–response
(SOR)
model.
From
lens
online
shopping,
investigates
how
key
features
technology,
such
as
visual
vividness,
interactive
control,
personalized
configuration,
ease
use,
affect
intentions.
Additionally,
study
examines
mediating
roles
perceived
utilitarian
value,
hedonic
immersion,
alongside
moderating
brand
trust.
A
structured
survey
was
conducted
with
366
participants,
data
were
analyzed
using
partial
least
squares
(PLS)
method.
The
findings
reveal
that
four
core
attributes
have
positive
effect
Furthermore,
along
influence
trust,
substantiated.
In
realm
effectively
stimulates
behavior
drives
purchases.
These
results
offer
valuable
theoretical
insights
enhancing
applications,
while
also
providing
strategic
guidance
brands
e-commerce
platforms
developing
AI-driven
marketing
approaches.
Frontiers in Communication,
Journal Year:
2025,
Volume and Issue:
10
Published: April 10, 2025
In
recent
years,
along
with
the
rapid
development
of
Internet
technology
and
drastic
changes
in
consumption
patterns,
live
streaming
commerce
has
gradually
become
an
emerging
business
model
that
attracts
participation
consumers.
Based
on
parasocial
interaction
social
presence
created
by
commerce,
this
study
uses
SmartPLS
software
to
exam
impact
impulsive
purchase
context.
According
empirical
analysis
407
valid
questionnaire
data
from
China
through
online
survey,
consumers’
anxiety
fear
missing
out
have
a
significant
positive
effect
interaction,
while
their
narrative
involvement
non-significant
interaction.
Social
significantly
purchase.
Consumers’
smartphone
addiction
had
presence.
This
extends
existing
research
findings
regarding
consumer
commerce.
addition,
provides
evidence
mediate
relationship
between
characteristics
Advances in marketing, customer relationship management, and e-services book series,
Journal Year:
2024,
Volume and Issue:
unknown, P. 161 - 188
Published: Oct. 25, 2024
The
main
goal
of
this
research
is
to
examine
how
sales
promotions,
coupons,
and
discounts
affect
green
buying
habits.The
author
surveyed
750
individuals
interested
in
purchasing
Fast-moving
consumer
goods
(FMCG)
using
an
adaptive
questionnaire.
relationships
between
discounts,
behaviour
were
empirically
tested
Partial
Least
squares
Equation
Modelling
(PLS-SEM)
results
validate
that
promotions
indeed
impact
habits
positively.
These
promotional
strategies
significantly
contribute
have
the
potential
attract
more
customers
outcomes
indicate
coupons
insignificant
effect
on
habits.
Future
studies
can
current
model
with
different
populations
make
findings
universally
applicable.
This
study
adds
existing
literature
by
offering
fresh
insights
into
evolving
dynamics
habits,
particularly
through
analysis
PLS-SEM.
