Using theory integration to explain online impulse buying behavior in social commerce
Online Impulse Buying Behavior (IBB) significantly increases and contributes to the total S-commerce revenue. Hence, understanding such behavior is critical for an online business to strengthen competitiveness, enhance revenue, and ensure business sustainability. The majority of the prior research u...
| Main Authors: | , , , , , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
IEEE
2024
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/41488/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/41488/2/FULL%20TEXT.pdf |