Leveraging store atmosphere tool in live streaming to foster consumer post purchase intention: The role of time scarcity

This study provides a novel perspective on the impact of live streaming atmospherics on consumer behavior, filling a research gap by integrating expertise perception and time scarcity into the S-O-R framework. Practical examples from prominent e-commerce platforms such as Taobao Live and JD Live are incorporated to demonstrate how aesthetic design and interactive features in real-world scenarios enhance consumer post-purchase behaviors.