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Keywords: Transcendent customer experience
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Journal Articles
Real-time interaction unpacked: how live-streaming drives impulsive buying through presence and transcendent customer experience
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Journal of Research in Interactive Marketing (2026) 20 (4): 578–592.
Published: 08 September 2025
... interactions and platform facilitation. It further examines how these interactions influence presence and transcendent customer experience (TCE), ultimately eliciting the urge to buy impulsively, with platform facilitation as a boundary condition. Design/methodology/approach The proposed direct-moderating...
Includes: Supplementary data
