Time Pressure and Flow Experience as Drivers of Impulsive Buying in Live Fashion Shopping

The rise of live shopping has significantly reshaped the landscape of e-commerce, integrating technology, consumer psychology, and retail strategy. Time pressure, particularly through flash deals and urgency messages, is increasingly utilized by brands to stimulate impulsive purchasing behavior. Additionally, the concept of flow experience, where consumers become cognitively and emotionally absorbed in the live shopping experience, further influences buying decisions. This study aims to investigate the combined effect of time pressure and flow experience on impulsive buying behavior, focusing specifically on fashion products in live shopping platforms. A quantitative research approach was employed using a survey method to collect data from 236 active live-shoppers, and Structural Equation Modeling (PLS-SEM) was utilized for data analysis. The findings reveal that time pressure significantly amplifies impulsive buying tendencies, while flow experience acts as a mediating variable, moderating the relationship between time pressure and impulsive buying. This study contributes to the understanding of psychological triggers in live shopping environments and offers valuable insights for fashion brands aiming to enhance consumer engagement and drive sales through live streaming. The results suggest that live shopping strategies incorporating time-limited promotions and an immersive experience can effectively stimulate impulsive purchases. Future research could explore the influence of other psychological factors, such as trust and social interaction, to further refine live shopping strategies across various product categories.