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Open access Sep 2026

How Livestream Commerce Stimuli Shape Repurchase Intention: The Mediating Role of Impulsive Buying and the Moderating Role of Self-Control

Livestream commerce is one of the fastest-growing digital retail platforms, where interactive marketing signals prompt spontaneous purchases. However, few studies have addressed purchase-promoting cues and an inhibitory consumer feature to explain how impulsive purchasing affects repurchase intention. Drawing on the st...

Tram Thi Bao Dang, C. Dam · 0 citations

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