Investigating the impact of fear of missing out on inaction inertia in live streaming purchase intention
Chang-Yi Kao,
Ching Huang
Abstract:PurposeThe main purpose of the study is to investigate the influence of live streaming participation on purchase intention, specifically focusing on how fear of missing out (FOMO) impacts live streaming purchase intention and its subsequent effect on inaction inertia. Additionally, the study aims to ex-amine the indirect influence of FOMO on the relationship between live streaming participation and purchase intention.Design/methodology/approachThe research employs SEM to assess the properties of measures. The … Show more
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