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...
| Published in: | ECONOMICS - Innovative and Economics Research Journal |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024
|
| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85205698494&doi=10.2478%2feoik-2024-0047&partnerID=40&md5=0400c2c1d0dc7e6681fa45f6e8295d95 |