Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms
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 de...
| Main Authors: | , , , , , , , |
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| Format: | Article |
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Molecular Diversity Preservation International (MDPI)
2022
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1717/ |
| _version_ | 1848766815024447488 |
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| author | Pradeep, Paraman Sanmugam, Annamalah Peter, Vlachos Selim, Ahmed Arunnan, Balasubramaniam Baharudin, Kadir Murali, Raman Wong, Chee Hoo |
| author_facet | Pradeep, Paraman Sanmugam, Annamalah Peter, Vlachos Selim, Ahmed Arunnan, Balasubramaniam Baharudin, Kadir Murali, Raman Wong, Chee Hoo |
| author_sort | Pradeep, Paraman |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:57:08Z |
| format | Article |
| id | intimal-1717 |
| institution | INTI International University |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:57:08Z |
| publishDate | 2022 |
| publisher | Molecular Diversity Preservation International (MDPI) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-17172023-01-19T09:30:48Z http://eprints.intimal.edu.my/1717/ Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms Pradeep, Paraman Sanmugam, Annamalah Peter, Vlachos Selim, Ahmed Arunnan, Balasubramaniam Baharudin, Kadir Murali, Raman Wong, Chee Hoo H Social Sciences (General) HF Commerce 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. Molecular Diversity Preservation International (MDPI) 2022-12-05 Article PeerReviewed 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 https://doi.org/10.3390/joitmc8040212 |
| spellingShingle | H Social Sciences (General) HF Commerce Pradeep, Paraman Sanmugam, Annamalah Peter, Vlachos Selim, Ahmed Arunnan, Balasubramaniam Baharudin, Kadir Murali, Raman Wong, Chee Hoo Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_full | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_fullStr | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_full_unstemmed | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_short | Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms |
| title_sort | dynamic effect of flow on impulsive consumption: evidence from southeast asian live streaming platforms |
| topic | H Social Sciences (General) HF Commerce |
| url | http://eprints.intimal.edu.my/1717/ http://eprints.intimal.edu.my/1717/ |