Abstract: Based on the Stimulus-Organism-Response (SOR) model, this study aims to investigate the impact of food safety, price promotion, and time pressure on consumers’ impulse buying behavior, as well as the mediating roles of pleasure and concentration in these relationships. Empirical analysis reveals that food safety, price promotion, and time.......
Key Words: E-commerce Live Streaming; Pleasure; Concentration; Impulse Buying Behavior; SOR Model
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