2024
DOI: 10.1108/gkmc-05-2024-0266
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Unlocking impulsive buying behavior in the metaverse commerce: a combined analysis using PLS-SEM and ANN

Dang Thi Viet Duc,
Lam Thao Vy Mai,
Tri-Quan Dang
et al.

Abstract: Purpose The purpose of this paper is to explore the domain of metaverse commerce and conduct a thorough examination of the complex dynamics that contribute to impulsive purchasing behavior. This study aims to examine the impact of vividness, interactivity and effectiveness on social presence and telepresence within the metaverse, a digital landscape. Specifically, it seeks to understand how these factors influence consumers' impulsive buying behavior. Design/methodology/approach The methodology used in this … Show more

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