Wong, Ying Tsuen, Siow-Kian Tan, and Siow-Hooi Tan. 2026. “Click, Watch, Buy: Understanding Purchase Intention of Malaysian University Students in the Live Stream Shopping Era: DOI: https://doi.org/10.33093/Ijomfa.2026.7.1.6”. International Journal of Management, Finance and Accounting 7 (1):151-92. https://doi.org/10.33093/ijomfa.2026.7.1.6.