New evidence on factors influencing online shoppers' impulse purchase intentions on TikTok Live: The role of swift guanxi

This study aims to examine consumer needs related to product quality, swift guanxi-like culture, live streaming richness, e-activity lifestyle, and impulse buying intentions on TikTok Live. Using data from an online survey with 124 respondents from UPH, the study analyzed results with the SEMPLS statistical tool. Findings indicate that product quality positively influences impulse buying intentions and enhances live streaming richness. Additionally, swift guanxi has a positive impact on both impulse buying intentions and live streaming richness. The study also reveals that live streaming richness positively affects impulse buying intentions. Furthermore, the e-activity lifestyle mediates the relationship between swift guanxi and impulse buying intentions on live platforms. A novel aspect of this research is the development of the live streaming concept into the construct of "live streaming richness." These insights can support influencers and sellers in boosting sales and promoting purchases. Moreover, marketing influencers should capitalize on changing events to engage customers, build trust, improve efficiency, and offer valuable benefits and support to their audience.