How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s During Live Streaming Shopping: The Mediating Role of Perceived Enjoyment
By:
Authors
Herning Indriastuti
herning.indriastuti@feb.unmul.ac.id
Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia
Tetra Hidayati
Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia
Asnawati,
Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia
Dwi Martiyanti
Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia
Astried Rusty Febri Ayu
Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia
Lennora Putit
Faculty of Business Management, Universiti Teknologi MARA Selangor, Malaysia
Language: English
Page range: 279 - 291
Submitted on: Jun 10, 2024
Accepted on: Sep 30, 2024
Published on: Sep 25, 2024
Published by: Oikos Institut d.o.o.
In partnership with: Paradigm Publishing Services
Publication frequency: 3 times per year
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© 2024 Herning Indriastuti, Tetra Hidayati, Asnawati,, Dwi Martiyanti, Astried Rusty Febri Ayu, Lennora Putit, published by Oikos Institut d.o.o.
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.