N. L. Vuong

Driving the urge to buy fashion products impulsively in social commerce: the interplay of platform attributes, customer experience and self-construal

Focusing on customer experience quality as the central mechanism, this study aims to explain how stimuli on social commerce platforms trigger the urge to buy fashion products impulsively. This study used a theory-driven survey design supported by an exploratory qualitative pre-study. The pre-study helped ide...