Live streaming has become popular among various e-commerce models. As an efficient way of marketing, live can stimulate consumers' impulse purchasing behavior by creating a compelling experience, flow experience. Even though research on experience been applied to understand consumer in e-commerce, few studies have conducted let alone the influencing factors. Drawing stimulus-organism-response (S-O-R) model, this paper examines impact cognitive stimuli and perceptive urge buy impulsively via...

Background: Driven by economic globalisation and technological advancements, cross-border e-commerce (CBEC) has witnessed unprecedented growth. This dynamic sector attracted significant scholarly attention, leading to a proliferation of fragmented research. However, traditional literature reviews often lack the objectivity depth required for thorough understanding field.Aim: study aims bridge gap employing bibliometric analysis systematically explore research landscape CBEC. The objective is...

For the emerging marketing mode of livestream shopping, this study constructed a model to empirically analyze how anchors' professionalism affects consumers' impulse buying intention. The results have shown that professional level anchors is positively correlated with intention consumers and sense presence partially plays an intermediary role in interaction between In addition, competitive arousal has been found negative moderating effect on relationship presence.

Diabetes management applications enable diabetes self-management in a more convenient and cost-effective manner. This study develops push–pull–mooring model order to understand patient-switching intentions the conventional offline novel mobile management. Data collected from 412 adult patients with China are analyzed test proposed hypotheses. The results show that push effects pull have significantly positive on switching intention. Mooring negatively affect behavior. Meanwhile, moderating...

An increasing number of enterprises are adopting a dual-channel business strategy that combines short video e-commerce with traditional in their online activities. Previous research on advertising appeals has primarily focused ad content, products, and consumers. However, the lack attention given to shopping channels raises question for retail industry: How can create differentiated ads cater needs consumers different channels? Across three studies, this builds upon regulatory focus theory...

Paradox theory generally suggests that paradox strategic cognition promotes willingness of established firms to invest in radical innovation development. However, literature neglects how guides orchestrate resource facing tension. Integrating orchestration with theory, we identified cannibalization and complementarity strategy as potential for development firms. The results indicate encourages the use a discourages strategy. Demand uncertainty also weakens effect on leverage. We reveal link...