Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms

Pradeep, Paraman and Sanmugam, Annamalah and Peter, Vlachos and Selim, Ahmed and Arunnan, Balasubramaniam and Baharudin, Kadir and Murali, Raman and Wong, Chee Hoo (2022) Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms. Journal of Open Innovation: Technology, Market and Complexity, 8 (4). p. 212. ISSN 2199-8531

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Official URL: https://doi.org/10.3390/joitmc8040212


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.

Item Type: Article
Additional Information: This article belongs to the Special Issue Open Innovation in Startups: Competitive Strategies for Differentiation
Uncontrolled Keywords: impulsive purchasing; live streaming transaction (LST); consumer temperament; audio-visual experience; flow experience; Southeast Asia
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 19 Jan 2023 09:30
Last Modified: 19 Jan 2023 09:30
URI: http://eprints.intimal.edu.my/id/eprint/1717

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