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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Sangyoo Kim

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Aug 2026

A Study on the Structural Relationships among Sports Brand Live Commerce Marketing Characteristics, Online Immersion, and Chinese Consumers’ Impulse Buying Intention

Based on the Stimulus–Organism–Response model, this study constructs the marketing characteristics of sports brand live-streaming commerce from the dimensions of interactivity, entertainment, and scarcity, and examines the structural relationships among these marketing characteristics, online immersion, and consumers’...

Yuan-Gang Ren, Yan-Xin Guan, Tian-Tian Luo et al. · 0 citations

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