https://so13.tci-thaijo.org/index.php/AJMI/issue/feed 2026-10-07T10:51:11+07:00 Phatrakul Phaewprayoon ajmi@stamford.edu Open Journal Systems <p>The <strong>ASEAN Journal of Management &amp; Innovation (AJMI)</strong> is an online academic journal listed in Tier 2 of the Thailand Citation Index (TCI) (ISSN: 2351-0307).</p> <p>The first volume (Volume 1, Number 1) of AJMI was published in June 2014. The goal of AJMI is to publish insightful, original, and timely research that describes or potentially impacts management and/or innovation within the ASEAN context. AJMI is multidisciplinary in scope and encourages interdisciplinary research. The journal welcomes submissions on all topics related to management and innovation, regardless of discipline or subject area. Topics that are distinctly ASEAN-related, or regional/international in scope but relevant to ASEAN readers, are strongly encouraged.</p> <p>In addition to empirical research, AJMI accepts conceptual papers and papers that provide new insights into previous work and/or conventional wisdom. Structured or systematic literature reviews following a specific methodology are also accepted, although manuscripts that are purely narrative literature reviews are generally discouraged. The journal publishes two issues per year.</p> <p><strong>We urge all researchers, scholars, and students to visit our website for pertinent articles from local and international contributors that can be useful for their own research. (read more in the "About the Journal" tab)</strong></p> https://so13.tci-thaijo.org/index.php/AJMI/article/view/4700 2026-10-07T10:51:11+07:00 Phatrakul Phaewprayoon ajmi@stamford.edu

<p>Editorial Board Team</p>

2026-10-07T00:00:00+07:00 Copyright (c) 2026 ASEAN Journal of Management & Innovation https://so13.tci-thaijo.org/index.php/AJMI/article/view/4574 2026-10-02T10:28:56+07:00 Yue Huang yue.huang@stamford.edu Sakdapat Naksit naksit9@gmail.com Salinee Chaiwatanaporn salinee.chaiwattanaporn@stamford.edu Boonyaporn Boonmek boonyaporn.boonmek@stamford.edu

<p>This study examines the effects of e-commerce hosts’ humorous, emotional, and rational language appeals on consumers’ impulsive purchase intention in livestreaming commerce. Drawing on Flow Theory, the study develops a moderated mediation framework in which flow experience serves as a mediator and electronic word-of-mouth (eWOM) serves as a moderator. Data were collected from 420 Chinese consumers who had watched e-commerce livestreams within the previous year. Structural equation modeling was used to test the direct and indirect relationships, while SPSS PROCESS was employed to examine the moderating effects. The results show that humorous, emotional, and rational appeals each have a significant positive effect on impulsive purchase intention. Flow experience significantly mediates the relationships between all three language appeals and impulsive purchase intention. In addition, eWOM positively moderates the relationship between host language style and impulsive purchase intention. However, its moderating effect on the relationship between flow experience and impulsive purchase intention is not significant. These findings extend the application of Flow Theory to livestreaming commerce by showing how host communication influences impulsive purchase intention through consumers’ experiential states and how this relationship may vary according to external online evaluations.</p>

2026-10-07T00:00:00+07:00 Copyright (c) 2026 ASEAN Journal of Management & Innovation