Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness
With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-making process in this context. Addressing this gap, we adopt the Elaboration Likelihood Model (ELM) of persua