Mediation and Moderation Model of the Relationship between Live Streaming Promotion and Online Impulsive Buying Behavior An Empirical Study on Egyptian Fashion Wear Customers | ||
| المجلة العلمية للدراسات والبØوث المالية والتجارية | ||
| Volume 5, Issue 2 - Serial Number 1, July 2024, Pages 869-912 PDF (1.47 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/cfdj.2024.285419.1947 | ||
| Author | ||
| أمنية عبد العظيم عبد الØليم هلال* | ||
| قسم إدارة الأعمال كلية التجارة جامعة الزقازيق | ||
| Abstract | ||
| Live streaming promotion is a groundbreaking form of e-commerce that showcases real-time visibility and synchronous interactivity attributes. Assessing its consequences would be crucial for marketers to understand its opportunities. Accordingly, this research aimed to investigate the relationship between live streaming promotion and online impulsive buying behavior. To further enhance knowledge about that relationship, a model has been suggested which includes the relationship between live streaming promotion and online impulsive buying behavior mediated by the effect of perceived value. Moreover, the suggested model included the effect of Fear of Missing Out (FoMO) as a moderator. Five hypotheses were developed and data were collected from 323 convenience Egyptian fashion wear customers using a questionnaire designed for this purpose. Two types of analyses were utilized, SEM and multi-group moderation analysis, to examine the hypotheses. Findings validated the suggested relationships. The implications of results, both theoretical and managerial, are deliberated upon. Additionally, limitations were identified and recommendations for future research were put forward. | ||
| Keywords | ||
| Live streaming promotion; online impulsive buying behavior; perceived value; Fear of Missing Out (FoMO); and Egyptian fashion wear customers | ||
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