Impact of Anchor Characteristics on Impulsive Buying Among Generation Z in Live Streaming on Short-Form Video Apps: The Moderating Role of Gender - SIOW, XIU JING; PHANG, ING GRACE (International Journal of Electronic Commerce Studies, 2025)
Keywords: Arousal; Buying; Consumer behavior; Consumers; Decision making; Emotions; Gender; Generation Z; Impulse buying; Influence; Investigations; Purchasing; Retail stores; Shopping; Streaming media; Women