An Investigation of Live Stream Shopping Via TikTok: The Role of Perceived Enjoyment in Impulsive Buying
Bayu Hning Kartika Dwitya & Arif Hartono · Journal of Economics, Management and Trade · 2023
Live streaming can effectively attract consumers' attention because it can display products with dynamic images, and has good content creativity and interaction, good product display, high consumption involvement experience, and value congruence between consumers and live streame...
Open access
Research Article
10.9734/jemt/2023/v29i121175