Intergenerational Differences in Impulse Purchasing in Live E-Commerce: A Multi-Dimensional Mechanism of the ASEAN Cross-Border Market

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of economics, political science, and sociology, and constructs an innovative three-layer analysis model of “macroeconomic system–meso-market–micro-behavior” based on multi-source data from 2020 to 2024. It empirically explores the formation mechanism of intergenerational differences in impulse buying. The results show that the behavior differences of different groups are significantly driven by income gradient, cross-border policies (tariff adjustment and consumer protection regulations), and collectivism/individualism cultural orientations. The innovative contribution of this study is reflected in three aspects: Firstly, it breaks through the limitation of a single discipline, and for the first time, it incorporates structural variables such as policy synergy effect and family structure change into the theoretical framework of impulse buying, quantifying and revealing the differentiated impact of institutional heterogeneity in ASEAN markets on intergenerational behavior. Secondly, it reconstructs the transmission path of “cultural values–family structure–intergenerational behavior” and finds that the inhibitory effect of collectivism on impulse buying tends to weaken with age. Thirdly, it proposes a “policy instrument–generational response” matching model and verifies the heterogeneous impact of the same policy (such as tariff reduction) on different generations. This study fills the gaps in related research and can provide empirical support for ASEAN enterprises to formulate stratified marketing strategies and for policymakers to optimize cross-border e-commerce regulation. which is of great significance to promote the sustainable development of the regional live-broadcast e-commerce ecology.