Analyze the Influencing Factors of Consumers' Blind Purchasing in Live Streaming Commerce

This research investigates the determinants of consumer blind purchasing in live e-commerce, a rapidly expanding domain characterized by high interactivity and emotional engagement. Diverging from conventional online shopping formats, live streaming platforms integrate real-time video streaming, dynamic social interaction, and persuasive marketing tactics, which collectively foster impulsive and irrational purchasing behavior. Grounded in the Theory of Planned Behavior (TPB), this study constructs a conceptual model to examine how attitude, subjective norms, and perceived behavioral control shape consumers' behavioral intentions, which in turn drive blind purchasing actions. Date samples are collected from frequent live stream shoppers and analyzed via partial least squares structural equation modeling (PLS-SEM). The findings indicate that all three TPB constructs, including attitude, subjective norms, and perceived behavioral control, significantly and positively influence consumers’ intention to engage in blind purchasing. Furthermore, both intention and perceived behavioral control exhibit direct effects on actual purchasing behavior. This study contributes to the extant literature by contextualizing TPB within the high-stimulus, real-time environment of live streaming commerce, thereby uncovering the unique psychosocial mechanisms that facilitate irrational consumption. The results offer valuable insights for academic researchers, platform operators, and regulatory bodies seeking to foster a more rational and sustainable live shopping ecosystem.