Ho, Chaang-Iuan; Liu, Yaoyu; Chen, Ming-Chih - In: Cogent Business & Management 9 (2022) 1, pp. 1-28
The purpose of this paper is to present an integrated model for live streaming shopping (LSS) to examine the antecedents and consequences of consumers' attitudes. Based on the stimulus-organism-response (S-O-R) paradigm, this study investigates marketing stimuli effects within a live streaming...
