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Based on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers' psychological situation. It then produces the research model of impulsive purchase intention.

In this study, the online questionnaire survey method was used to survey users who participated in live-streaming shopping, and a total of 335 valid questionnaires were collected. Then SPSS and SmartPLS were used for data empirical evaluation and hypotheses test.

Research results show that demand, convenience, interactivity, and playfulness are positively stimulating consumers' perceived enjoyment. And their perceived enjoyment directly drives their intention of impulsive purchase.

The choice of the live streaming platform, the design of the interactive interface, and the design of the shopping process are all factors that the streamer must carefully consider. The results of this study can be used as a reference for the development of live-streaming shopping and provide the industry with an understanding of the main factors that affect users' live streaming and impulsive purchases to plan an effective live streaming platform and content.

“E-commerce live streaming” is regarded as the latest trend of e-commerce, and impulse buying is regarded as a key factor in the success of transactions. This research has developed factors that influence impulsive purchases after watching live streaming based on the SOR theory.

This paper aims to examine the emergence of digital entrepreneurship in a conflict environment to explore the emancipatory potential of digital technology in a rare context. The purpose of this paper is to take a micro-level investigation of digital entrepreneurs operating in a violent in-conflict area.

The analysis is based on multiple case studies from a violent conflict zone in India. This study used interview data from 10 digital entrepreneurs from the state of Jammu and Kashmir. Field data was collected with progressive rounds of interviews with the entrepreneurs, supplemented by published statistics and secondary data sources, and analysis was done with the help of qualitative data analysis software NVivo.

The context directed entrepreneurial behaviour and the motivation to start digital ventures. Entrepreneurs realized the potential of technology but its successful use was contingent upon their social positionalities. The digital entrepreneurial engagement of the entrepreneurs is classified into four dimensions: social digital entrepreneurship; business entrepreneurship; knowledge entrepreneurship; and institutional entrepreneurship.

The findings of the study contribute to the digital entrepreneurship literature by illustrating how a rare context influences venturing into technology sectors. The study advances the creative technology use, these in-conflict entrepreneurs with their existing resources maneuvered to create socially ingrained digital ventures. The study provides evidence to “conditional emancipation” attributable to digital entrepreneurship owing to the conflictual context in question.