Document is current

Article History

Received: 22 September 2024

Accepted: 17 June 2025

First Online: 9 July 2025

Competing interests

: The authors declare no competing interests.

: Approval was obtained from the ethics committee of the Shanghai University of Engineering Science (Ethics approval number: EST2023019; Date of approval: 27 June 2023). The procedures used in this study adhere to the tenets of the Declaration of Helsinki. Ethical approval was specifically granted for the investigation of cognitive responses, emotional reactions, behavioural intentions, and livestream shopping behaviours.

: Written informed consent for participation was not required for this study in accordance with the national legislation (e.g., the Regulations on the Administration of National Network and Data Security stipulate that in the collection of network data, personal information shall be processed based on individual consent). For sensitive personal information, such as financial account information, written notifications shall be provided, and the institutional requirements (e.g., participants can select to fill out the questionnaires online, but if they do not agree, they can quit at any time without penalty). Date of obtained: 27 June 2023.There was an online informed consent for participation. The participants were informed that: (a) the collected data would contribute to academic research rather than to any commercial activities; and (b) the personal information would not be published. If the participants wished to consent, they clicked ‘agree and continue’ button. They were then able to fill-in the questionnaires.