...Rong Zhou Purpose This article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable. Design/methodology/approach...

...Teck Weng Jee; Si-Di Zhao; Gabriel Wei-En Wee; Hassan D Kalantari; Garry Wei-Han Tan Purpose This study aimed to examine consumers’ impulse purchases of luxury products in the metaverse, specifically by exploring how consumers’ motivational and emotional experiences affect virtual luxury product...