From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

Objective: This study investigates how social presence elements, such as streamers, other viewers, and products, directly and indirectly influence consumers' impulse purchase behaviour in live-streaming commerce. Design/Methods/Approach: An empirical evaluation was conducted on the suggested model...

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Autors principals:	Andika, Tiara Nur Anisah, Mohamad Najmudin, Anita Ekawati Sardi
Format:	Artigo
Idioma:	Inglês
Publicat:	Universitas Airlangga 2023-12-01
Col·lecció:	Jurnal Manajemen Teori dan Terapan
Matèries:	live-streaming commerce social presence impulsive purchase behaviour perceived usefulness positive affect stimulus-organism-response (sor)
Accés en línia:	https://e-journal.unair.ac.id/JMTT/article/view/49490
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