Impact of anchor characteristics on impulsive buying among generation z in live streaming on short-form video apps: The moderating role of gender
In live-streaming commerce, anchors play a pivotal role in driving sales. Grounded in the Stimulus-Organism-Response (S-O-R) model, this study examines how anchor characteristics—attractiveness, expertise, and trustworthiness—influence Generation Z's urge to buy impulsively. Data was collected...
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| Main Authors: | , |
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| Format: | Article |
| Language: | en |
| Published: |
Academy of Taiwan Information Systems Research
2025
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/45341/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/45341/ https://doi.org/10.7903/ijecs.2473 |
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