Using theory integration to explain online impulse buying behavior in social commerce

• Main Authors: Samah Abdelsalam, Naomie Salim, Rose Alinda Alias, Omayma Husain, Sayeed Haider Salih, Ramayah Thurasamy, Muzaffar Hamzah, Mosab Hamdan, Hafiz Muhammed Faisal Shehzad
• Format: Article
• Language: English; English
• Published: IEEE 2024
• Subjects: HF5001-6182 Business; QA75.5-76.95 Electronic computers. Computer science
• Online Access: https://eprints.ums.edu.my/id/eprint/41488/1/ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/41488/2/FULL%20TEXT.pdf; https://eprints.ums.edu.my/id/eprint/41488/

Online Impulse Buying Behavior (IBB) significantly increases and contributes to the total S-commerce revenue. Hence, understanding such behavior is critical for an online business to strengthen competitiveness, enhance revenue, and ensure business sustainability. The majority of the prior research u...