How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s During Live Streaming Shopping: The Mediating Role of Perceived Enjoyment
Live streaming is a new experience for customers to make online purchases because it is real-time, this has led to a surge in live shopping in e-commerce. The purpose of this study investigates the impulsive shopping behavior of Generation Z during live streaming, which is influenced by real-time in...
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| Glavni autori: | , , , , , |
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| Format: | Artigo |
| Jezik: | Inglês |
| Izdano: |
Sciendo
2024-12-01
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| Serija: | ECONOMICS |
| Teme: | |
| Online pristup: | https://doi.org/10.2478/eoik-2024-0047 |
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