Online impulse buying behavior model for social commerce in Malaysian context

• Main Author: Abdalla Gubara, Samah Abdelsalam
• Format: Thesis
• Language: English
• Published: 2021
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/101499/1/SamahAbdelsalamAbdallaGubaraPSC2021.pdf.pdf; http://eprints.utm.my/id/eprint/101499/; http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:150791
• Institution: Universiti Teknologi Malaysia

The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line...