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Keywords: Impulsive buying
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Journal Articles
From screen to cart: how influencers drive impulsive buying in livestreaming commerce?
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Journal of Research in Interactive Marketing (2024) 18 (6): 1034–1058.
Published: 19 December 2023
... and parasocial relationships on impulsive buying in livestreaming commerce. Design/methodology/approach A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set...
Journal Articles
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment
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Journal of Research in Interactive Marketing (2024) 18 (3): 506–527.
Published: 18 December 2023
... that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB). Design/methodology/approach Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method...
Journal Articles
To pay or not to pay: understanding mobile game app users' unwillingness to pay for in-app purchases
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Journal of Research in Interactive Marketing (2022) 16 (4): 633–647.
Published: 09 November 2021
... as the predominant measure (Hsiao and Chen, 2016 ; Hamari et al., 2017). This study aims to identify relevant themes and organize them into a coherent theoretical framework to explain IAP behavior. Chan et al. (2017) summarized the many theories and models that explain online impulse buying...
Includes: Supplementary data
