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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Open Access

|Sep 2024

Authors

Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia

Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia

Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia

Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia

Management Department, Faculty Economic and Business, Universitas Mulawarman, Indonesia

Faculty of Business Management, Universiti Teknologi MARA Selangor, Malaysia

DOI: https://doi.org/10.2478/eoik-2024-0047 | Journal eISSN: 2303-5013 | Journal ISSN: 2303-5005

Language: English

Page range: 279 - 291

Submitted on: Jun 10, 2024

Accepted on: Sep 30, 2024

Published on: Sep 25, 2024

In partnership with: Paradigm Publishing Services

Publication frequency: 3 issues 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.