Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms
ABSTRACT: The impulsive live streaming consumption intentions of the Southeast Asian market are examined in this study. Online live streaming transactions, a new form of social media, are becoming popular due to their real-time communication and innovative business concept. Though little attention h...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-12-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853123000987 |
| _version_ | 1827584976677240832 |
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| author | Pradeep Paraman Sanmugam Annamalah Peter Vlachos Selim Ahmed Arunnan Balasubramaniam Baharudin Kadir Murali Raman Wong Chee Hoo |
| author_facet | Pradeep Paraman Sanmugam Annamalah Peter Vlachos Selim Ahmed Arunnan Balasubramaniam Baharudin Kadir Murali Raman Wong Chee Hoo |
| author_sort | Pradeep Paraman |
| collection | DOAJ |
| description | ABSTRACT: The impulsive live streaming consumption intentions of the Southeast Asian market are examined in this study. Online live streaming transactions, a new form of social media, are becoming popular due to their real-time communication and innovative business concept. Though little attention has been dedicated to it, a theoretical knowledge of Live Streaming Transaction (LST) is crucial given its broad application and unique features. The analysis of 8613 respondents from Southeast Asia in this study, based on flow, temperament, and personality theories, offers fresh perspectives on the mediating role of flow and the moderating effect of temperament in a cross-national setting. Cluster sampling was used to construct a mixed-method conditional indirect effects model. Since introverted temperament types look for voices that echo within them, our findings revealed that LSTs are more intriguing to this market segment. Theoretical and practical elements, as well as implications for future directions, are presented. |
| first_indexed | 2024-03-08T23:39:00Z |
| format | Article |
| id | doaj.art-ac234d2105bd49c4a77aff6eff5eb58c |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:39:00Z |
| publishDate | 2022-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-ac234d2105bd49c4a77aff6eff5eb58c2023-12-14T05:22:04ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-12-0184212Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming PlatformsPradeep Paraman0Sanmugam Annamalah1Peter Vlachos2Selim Ahmed3Arunnan Balasubramaniam4Baharudin Kadir5Murali Raman6Wong Chee Hoo7Research and Innovation Management Centre (RIMC), SEGi University, Petaling Jaya 47810, MalaysiaResearch and Innovation Management Centre (RIMC), SEGi University, Petaling Jaya 47810, MalaysiaSchool of Management and Marketing, Faculty of Business, University of Greenwich, London SE10 9LS, UKWorld School of Business, World University of Bangladesh, Dhaka 1230, BangladeshResearch and Innovation Management Centre (RIMC), SEGi University, Petaling Jaya 47810, MalaysiaUniKL Business School, University of Kuala Lumpur, Kuala Lumpur 54000, MalaysiaGraduate School of Business, Asia Pacific University of Technology and Innovation, Kuala Lumpur 57000, MalaysiaFaculty of Business and Communication, INTI International University, Nilai 71800, MalaysiaABSTRACT: The impulsive live streaming consumption intentions of the Southeast Asian market are examined in this study. Online live streaming transactions, a new form of social media, are becoming popular due to their real-time communication and innovative business concept. Though little attention has been dedicated to it, a theoretical knowledge of Live Streaming Transaction (LST) is crucial given its broad application and unique features. The analysis of 8613 respondents from Southeast Asia in this study, based on flow, temperament, and personality theories, offers fresh perspectives on the mediating role of flow and the moderating effect of temperament in a cross-national setting. Cluster sampling was used to construct a mixed-method conditional indirect effects model. Since introverted temperament types look for voices that echo within them, our findings revealed that LSTs are more intriguing to this market segment. Theoretical and practical elements, as well as implications for future directions, are presented.http://www.sciencedirect.com/science/article/pii/S2199853123000987impulsive purchasinglive streaming transaction (LST)consumer temperamentaudio-visual experienceflow experienceSoutheast Asia |
| spellingShingle | Pradeep Paraman Sanmugam Annamalah Peter Vlachos Selim Ahmed Arunnan Balasubramaniam Baharudin Kadir Murali Raman Wong Chee Hoo Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms Journal of Open Innovation: Technology, Market and Complexity impulsive purchasing live streaming transaction (LST) consumer temperament audio-visual experience flow experience Southeast Asia |
| title | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_full | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_fullStr | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_full_unstemmed | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_short | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_sort | dynamic effect of flow on impulsive consumption evidence from southeast asian live streaming platforms |
| topic | impulsive purchasing live streaming transaction (LST) consumer temperament audio-visual experience flow experience Southeast Asia |
| url | http://www.sciencedirect.com/science/article/pii/S2199853123000987 |
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