Promoting Sales in E-commerce Live Streaming: How Streamer Credibility, Attractiveness, and Time Pressure Drive Purchase Decisions

View Full Paper

Ask AI

Bookmark

Host credibility and product attractiveness significantly influence purchase decisions among viewers.
Empirical evidence shows time pressure positively moderates the relationship between host credibility and purchase decisions.
Findings reveal real-time urgency impacts decision-making in live streaming environments.
The study emphasizes leveraging credible hosts and enhancing product appeal to boost sales conversions.

Discussion

No takes yet. Share an insight, caveat, or question.

Analysis reveals host credibility and product appeal significantly drive purchase decisions, indicating time pressure enhances these effects.

Meizhen et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark

Analysis reveals host credibility and product appeal significantly drive purchase decisions, indicating time pressure enhances these effects.