Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming Platforms

The impulsive live streaming consumption intentions of the Southeast Asian market are examined in this study. Online transactions, a new form social media, becoming popular due to their real-time communication and innovative business concept. Though little attention has been dedicated it, theoretical knowledge Live Streaming Transaction (LST) is crucial given its broad application unique features. analysis 8613 respondents from Asia study, based on flow, temperament, personality theories, offers fresh perspectives mediating role flow moderating effect temperament cross-national setting. Cluster sampling was used construct mixed-method conditional indirect effects model. Since introverted types look for voices that echo within them, our findings revealed LSTs more intriguing segment. Theoretical practical elements, as well implications future directions, presented.