Ling-Wen Wang

What Factors can Drive Consumers’ Purchase Intentions in Live Streaming e-Commerce? Evidence From China’s Segment Markets

Live streaming is a crucial marketing model in the e-commerce industry. This paper explores factors influencing the purchase intentions of middle-aged and elderly female apparels in Hengyuanxiang’s live streaming in China. Guided by the Stimulus–Organism–Response (SOR) model, the paper proposes seven stimuli, two organ...