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Exploring the Mechanisms of Live Streaming Technology and Impulse Buying Tendencies: Do Zero Moments of Truth Value, Trust, and Emotional Engagement Matter?

Xin-Jean Lim, Jun-Hwa Cheah, Nisreen Ameen. Exploring the Mechanisms of Live Streaming Technology and Impulse Buying Tendencies: Do Zero Moments of Truth Value, Trust, and Emotional Engagement Matter?. J. AIS, 26(6):4, 2025. [doi]

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