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- W2896480901 abstract "The emergence of Facebook (FB) Live has provided a new opportunity for online vendors to sell products and services in real time. In developing countries like Thailand, vendors exploit this FB feature to make buyers feel like shopping at the store. Through real time buying, buyers are usually urged to buy impulsively. To better understand what factors influence Thai consumers to buy impulsively through FB Live, this study interviewed eight buyers who have purchase experience via FB Live. The factors found from the semi-structured in-depth interviews can be categorized into two groups: vendor and buyer. In terms of vendors, factors are related to vendors' characteristics and business strategies, for example, reputation, interactivity, hedonic efforts, and price advantage). On the buyer side, this study focuses on the perceptions of buyers (i.e. perceived usefulness, perceived enjoyment, and perceived crowding). The conceptual model has also been proposed to empirically test the constructs of the proposed model. The findings may help vendors in other countries to conduct C2C s-commerce effectively. Implications and future works are also discussed." @default.
- W2896480901 created "2018-10-26" @default.
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- W2896480901 date "2018-08-13" @default.
- W2896480901 modified "2023-10-16" @default.
- W2896480901 title "How Facebook Live Urge SNS Users to Buy Impulsively on C2C Social Commerce?" @default.
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- W2896480901 doi "https://doi.org/10.1145/3268808.3268830" @default.
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