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

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.