This paper performs a comprehensive analysis of academic research on impulse buying
following a systematic literature review approach. Drawing on the TCCM framework …

Impulse buying by consumers has received considerable attention in consumer research.
The phenomenon is interesting because it is not only prompted by a variety of internal …

Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

The rapid popularity of live streaming promotes the emergence of a new business model
known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live …

Purpose Influencer marketing is a newer interactive marketing model that has attracted the
attention of scholars and marketers. The study aimed to examine the mediation role of …

Food live streaming shopping, which features a host eating and promoting the products to
viewers, has become a new form of food marketing. In three studies, the authors examine …

Purpose–This paper aims to explore the process by which four store environment (music,
light, employee, and layout) and two individual characteristics (shopping enjoyment …

Researchers and Practitioners have been interested in the field of impulse buying for the
past sixty years (Clover, 1950; Stern, 1962; Rook, 1987; Peck and Childers, 2006; Chang et …

The research intends to identify the predictors of impulsive hotel consumption behaviour
among tourism for live-streaming e-commerce context in Malaysia. The research also …

The goal of this research is to examine the effect of five intrinsic factors, namely, personality,
culture, materialism, shopping enjoyment tendency, and impulsive buying tendency on …