Synthesizing The Evidence: How Real-Time AI Interactions Influence Consumer Purchases in Live Streaming

Live streaming e-commerce has rapidly expanded in Pakistan over the past few years, integrating real-time video broadcasting with online shopping to influence consumer purchasing decisions and facilitate transactions. While this model has achieved remarkable success, as exemplified by platforms in Pakistan, scholarly research on impulse purchasing within this context remains limited. Drawing on the Stimulus-Organism-Response (S-O-R) framework and integrating insights from management psychology and marketing, this study examines how live streaming stimuli, specifically, streamer attractiveness, streamer expertise, streamer interaction, and perceived pricing tactics, impact impulse buying behavior. Data were collected from 433 live streaming users in Pakistan via an online survey and analyzed using partial least squares structural equation modeling PLS SEM. Results indicate that all four stimuli significantly and positively influence impulse buying, with perceived pricing tactics emerging as the strongest predictor, followed by streamer attractiveness, expertise, and interaction. The findings extend the S-O-R model to the dynamic environment of live commerce and offer practical guidance for merchants seeking to optimize real-time engagement and conversion, particularly in emerging markets like Pakistan.