Factors influencing customer behavior in impulse buying of cosmetics on live shopping platforms in Malaysia
The COVID-19 pandemic has resulted in the emergence of a livestream purchasing site that facilitates instantaneous purchases. The purpose of this study is to analyze the key determinants that contribute to the impulsive purchasing behavior of cosmetic products on live shopping platforms. There are f...
| Published in: | Humanities and Social Sciences Letters |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Conscientia Beam
2025
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85219683712&doi=10.18488%2f73.v13i1.4094&partnerID=40&md5=20bd0030452e4939a85b4c1820739183 |