EXAMINE THE FACTORS AFFECTING CUSTOMERS’ IMPULSIVE BUYING BEHAVIORS IN LIVE STREAMING COMMERCE
Vol. 133 No. 5C (2024), Original Article
Vol. 133 No. 5C (2024)

EXAMINE THE FACTORS AFFECTING CUSTOMERS’ IMPULSIVE BUYING BEHAVIORS IN LIVE STREAMING COMMERCE

Original Article
https://doi.org/10.26459/hueunijed.v133i5C.7386
Published 2024-09-30
Tran Thi Nhat Anh
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Tran Van Hoa
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
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Keywords

social presence
impulsive buying behavior
scarcity
live streaming
Flow theory
S-O-R theory

Abstract

The rise of livestreaming trends has created a new business model known as livestreaming commerce, which is popular in Vietnam these days. However, little research has been done on impulsive buying behaviors in live streaming commerce, especially in the context of Vietnam. Using the Stimulus-Organism-Response (S-O-R) and Flow theories as foundations, this study develops a conceptual framework to examine the impact of livestreaming on consumers’ impulsive purchasing behavior. In this study, Partial Least Square – Structural Equation Modeling (PLS-SEM) was used to analyze data from the questionnaire survey of 363 customers who are familiar with live streaming platforms in Vietnam. By using SmartPLS for data empirical evaluation and hypotheses testing, research shows that the social presence of a live streaming platform and scarcity have a positive impact on consumer’s flow states, hence inducing consumers’ impulsive buying behaviors. E-tailers and live streamers may find this research useful in understanding customer’s buying behaviors and efficiently developing an action strategy for the long-term growth of live streaming commerce.

https://doi.org/10.26459/hueunijed.v133i5C.7386
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