Impulsivity in Live Shopping: How Envy, Happiness, and Hedonic Consumption Influence Gen Z Purchases

ABSTRACT This quantitative study explores the drivers of impulsive buying during live‐stream shopping, with a focus on Generation Z. It examines perceived value, scarcity, and sacrifice, alongside the mediating and moderating roles of benign envy, subjective happiness, and hedonic consumption. Grounded in the Stimulus–Organism–Response (S‐O‐R) model, the research draws on data from 1393 Portuguese consumers with experience in live‐stream purchases. Findings indicate that perceived value, scarcity, and sacrifice significantly influence impulsive buying tendencies. Hedonic consumption mediates the effect of perceived value on these tendencies. Subjective happiness is negatively associated with impulsivity, whereas benign envy positively moderates the link between perceived value and impulse buying. The study offers practical guidance for e‐commerce managers, highlighting strategies to enhance perceived value, reduce perceived sacrifice, and apply emotional appeals to boost impulsivity without undermining customer loyalty. It also encourages an ethical use of perceived scarcity to avoid overwhelming consumers with purchase pressure. Finally, the paper discusses broader implications for encouraging more mindful consumption habits, contributing to more sustainable digital marketing practices.