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

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Yang-Xue Xiang

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Open access Sep 2026

The Mediating Roles of Two Psychological Experience Pathways: How Cross-Border Live Streaming Interactions Trigger Impulsive Purchases?—The Moderating Effect of AI Enablement

With the booming of cross-border live streaming e-commerce, this study examined the influence mechanism of cross-border live streaming interactions on consumers’ impulsive purchase intention based on the timulus–organism–response (SOR) model. Two independent psychological organism mediators are proposed, immersive expe...

Yang-Xue Xiang, Miao-Li Liu, Jin Chen et al. · 0 citations

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