Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective - Xin, Meiling; Jian, Ling; Liu, Wei; Bao, Yingxu (Journal of theoretical and applied electronic commerce research, 2025)
Keywords: atmospheric cues; Buying; Consumer behavior; Consumers; Consumption; Electronic commerce; flow experience; Heterogeneity; Impulse buying; live streaming; Marketing; Music; Personality traits; Real time; Sales presentations; self-construal; Shopping; Social networks; Streaming media