期刊
DECISION SUPPORT SYSTEMS
卷 158, 期 -, 页码 -出版社
ELSEVIER
DOI: 10.1016/j.dss.2022.113801
关键词
Live-streaming e-commerce; Atmospheric cues; Dynamic brand experience; Customer impulsive purchase intention; Mixed-methods
类别
资金
- Distinguished Young Scholar Project of the University of International Business and Economics [20JQ09]
- National Social Science Foundation of China [21AJL013]
- European Regional Development Fund (European Union)
- Government of Spain [ECO2017-84138-P]
- Regional Government of Andalusia [A-SEJ-154-UGR18]
- Slovenian Research Agency [P5-0410]
This paper explores the complex interaction effects of IT-based atmospheric cues in brand self-built live streaming e-commerce using a mixed-methods approach. It addresses research gaps by considering contextual factors and investigates the influencing mechanism of innovative decision-making contexts on customers' quick decisions by integrating IT-based features with customer perceptions.
Brands' self-built live streaming e-commerce has emerged as an embryonic and effective way of supporting customer purchase decisions. Moreover, the question of how small-and medium-sized enterprises can leverage IT-enabled factors to survive in the big arena has become a pressing concern. Extant research primarily focuses on broadcaster-and product-related factors by emphasizing psychological mechanisms and ignoring contextual factors from a holistic perspective. To address these research gaps, the complex interaction effects between IT -based atmospheric cues are explored in this paper using a mixed-methods approach. Drawing on affordance theory, we also integrate IT-based features with customer perceptions to further investigate the influencing mechanism of innovative decision-making contexts on customers' quick decisions.
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