Study of the influence of psychological factors on women’s purchasing decisions during e-commerce livestream

Study of the influence of psychological factors on women’s purchasing decisions during e-commerce livestream

Apart from YouTube and Instagram, new e-commerce live streaming platforms have emerged (TikTok Shopping, Amazon Live), which opens new opportunities for engaging with the audience and driving sales. Women, looking for an emotional and interactive experience, tend to make impulse purchases during liv...

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Bibliographic Details
Main Authors: L. Jiang, P. Loahavilai, P. Udomwong
Format: Article
Language:English
Published: Mukachevo State University 2024-09-01
Series:Науковий вісник Мукачівського державного університету. Серія "Педагогіка та психологія"
Subjects:
impulsive spending
consumer psychology
emotions
social influence
trust
deepfake
Online Access:https://pp-msu.com.ua/journals/tom-10-3-2024/doslidzhennya-vplivu-psikhologichnikh-faktoriv-na-prynyattya-zhinkami-rishen-pro-pokupku-pid-chas-pryamogo-efiru-v-elektronniy-komertsiyi
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https://pp-msu.com.ua/journals/tom-10-3-2024/doslidzhennya-vplivu-psikhologichnikh-faktoriv-na-prynyattya-zhinkami-rishen-pro-pokupku-pid-chas-pryamogo-efiru-v-elektronniy-komertsiyi

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