Lifu Li

The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping – celebrity endorsement as a moderating factor

Lifu Li, Kyeong Kang, Anqi Zhao et al. · Information Technology and People · 2022 · 77 citations

Digital Marketing, Consumer Motivation, Consumer Study +26

Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives

Lifu Li, Kyeong Kang · Journal of Entrepreneurship in Emerging Economies · 2022 · 30 citations

Entrepreneurial Motivation, Entrepreneurship, Partial Least Squares +18

An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness

Lifu Li, Yafei Feng, Anqi Zhao · Journal of Marketing Analytics · 2023 · 29 citations

Streamer Attractiveness, Online Customer Behavior, Consumer Decision Making +14

Investigating factors affecting Chinese tertiary students’ online-startup motivation based on the COM-B behaviour changing theory

Lifu Li, Kyeong Kang, Osama Sohaib · Journal of Entrepreneurship in Emerging Economies · 2021 · 28 citations

Education, Entrepreneurial Motivation, Entrepreneurship +18

A Cognitive-Emotional Model From Mobile Short-Form Video Addiction to Intermittent Discontinuance: The Moderating Role of Neutralization

Yafei Feng, Lifu Li, Anqi Zhao · International Journal of Human-Computer Interaction · 2022 · 26 citations

Behavioral Addiction, Affective Neuroscience, Intermittent Discontinuance +16