How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z's during Live Streaming Shopping: The Mediating Role of Perceived Enjoyment

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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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Bibliographic Details
Published in:	ECONOMICS - Innovative and Economics Research Journal
Main Author:	Indriastuti H.; Hidayati T.; Asnawati; Martiyanti D.; Ayu A.R.F.; Putit L.
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

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