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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/68712
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dc.contributor.authorNguyen Huu Khoi-
dc.date.accessioned2023-05-30T02:27:21Z-
dc.date.available2023-05-30T02:27:21Z-
dc.date.issued2023-
dc.identifier.issn1044-7318 (Print), 1532-7590 (Online)-
dc.identifier.urihttps://digital.lib.ueh.edu.vn/handle/UEH/68712-
dc.description.abstractPrevious studies in the context of livestreaming commerce have largely overlooked the role of the distinctive characteristic of real-time interactivity in fostering cognitive/affective reactions and subsequently impulsive buying. Drawing on the stimulus�organism�response paradigm, this study contributes by investigating the link between real-time interactivity (responsiveness and personalization) as stimulus and impulsive buying as response with causal association between inspiration (inspired-by and inspired-to) and delight as organism under the moderating effect of idea shopping motivation in the context of livestreaming commerce. A conditional model linking interactivity and urge to buy impulsively is proposed and tested using the partial least squares structural equation model (PLS-SEM) technique with SmartPLS software on a sample of 376 livestreaming commerce viewers. The findings indicate that inspiration experience and delight are causally associated as the bridge connecting real-time interactivity and urge to buy impulsively, and idea shopping enhances the link between real-time interactivity (responsiveness and personalization) and inspiration (inspired-by). Based on the findings, some important theoretical and practical implications are proposed.en
dc.formatPortable Document Format (PDF)-
dc.languageeng-
dc.publisherTaylor & Francis-
dc.relation.ispartofInternational Journal Of Human-Computer Interaction-
dc.rightsInforma UK Limitedvi
dc.titleReal-time interactivity and impulsive buying in livestreaming commerce: The focal intermediary role of inspiration-
dc.typeJournal Article-
dc.identifier.doihttps://doi.org/10.1080/10447318.2023.2176987-
ueh.JournalRankingISI, Scopus-
item.fulltextOnly abstracts-
item.grantfulltextnone-
item.cerifentitytypePublications-
item.openairetypeJournal Article-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
Appears in Collections:INTERNATIONAL PUBLICATIONS
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