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What is The Effect of Social Commerce and The TikTok Shop Marketplace Experience On Generation Z about?

This study examines the impact of social commerce and the TikTok Shop marketplace experience on impulse buying behavior among Generation Z in Indonesia, with self-control as a moderating factor. The findings indicate that while social commerce and marketplace experiences significantly encourage impulsive purchases, self-control does not effectively moderate these influences, suggesting that the immersive nature of TikTok Shop overrides individual self-regulation. The research highlights the need for increas

Author

050609211933

Language

EN