Exploring the influence of “keeping consumers in suspense” in live streaming on consumer impulse buying behavior: A test of the mediating effects of consumer inner states
Background: Live-streaming e-commerce has emerged as a dynamic shopping medium, engaging consumers through interactive and immersive experiences. “Keeping Consumers in Suspense” (KCIS), encompassing preview fuzziness, suspense setting, and delight creation, is widely used to drive engagement and imp...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-03-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825000757 |
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