...Jen-Ruei Fu; Chiung-Wen Hsu Purpose This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers...

... and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure. Findings The authors discuss their findings under three themes – customers' conscious impulse buying...

...Shang Chen; Qingfei Min; Xuefei Xu Purpose As social commerce migrates to the mobile platform, mobile social commerce (ms–commerce), an emerging way of conducting social commerce in the mobile environment, is gaining popularity among mobile users. Although impulse buying in social commerce has...