Authors: Federica Fatima Rosaria Dias, Giuseppe Di Fuccia, Tommaso Roviello
Authors: Paola Sabbatino, Clara Bassano, Gabriella Sofia Interlandi, Alessandra Di Ronza
Authors: Benedetta Russo, Sara Kaufman, Matilde De Luca, Clara Bassano
As online shopping behavior evolves, live-streaming e-commerce (LSE) has emerged as a disruptive innovation, merging entertainment, real-time interaction, and digital shopping into a single immersive experience. Despite its growing popularity, the psychological and social mechanisms driving consumer behavior in these dynamic environments remain under-explored.