Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces
Ulry Tertieny, Usep Suhud & Setyo Ferry Wibowo · Journal of Economics, Management and Trade · 2024
Impulsive buying behavior in the digital age is rapidly evolving with the emergence of live streaming technology on e-commerce platforms. This technology enables direct real-time interaction between sellers and buyers, often triggering spontaneous purchases. Live streaming featur...
Open access
Research Article
10.9734/jemt/2024/v30i121257