Exploring the Psychological Drivers of Online Impulsive Buying: The Role of Social Exclusion in Livestream E-Commerce among Gen Z Consumers

Abstract: This study explores the relationship between social exclusion and impulsive buying behavior in the context of e-commerce livestreaming, focusing on Generation Z consumers in Ho Chi Minh City, Vietnam. The primary objective is to understand how feelings of social exclusion influence impulsive buying during livestreaming sessions, addressing a gap in existing literature on psychological factors driving impulsive online purchases. The methodology involved a systematic literature review and an empirical study, with data collected through surveys to test three hypotheses. The findings confirmed two hypotheses, showing a significant link between social exclusion and increased impulsive buying behavior, while the hypothesis regarding the moderating effect of hedonic browsing did not yield significant results. These findings highlight the critical role of social factors in online consumer behavior, suggesting that e-commerce platforms should consider these dynamics to manage impulsive purchases effectively. This research provides valuable insights for developing marketing strategies that address the emotional triggers associated with social exclusion, promoting a more supportive online shopping environment. Keywords: Psychological drivers, Online impulsive buying behavior, E-commerce platforms, gen Z. Title: Exploring the Psychological Drivers of Online Impulsive Buying: The Role of Social Exclusion in Livestream E-Commerce among Gen Z Consumers Author: Nguyen Huynh Trong Hieu International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 12, Issue 2, May 2025 - August 2025 Page No: 12-23 Novelty Journals Website: www.noveltyjournals.com Published Date: 24-June-2025 DOI: https://doi.org/10.5281/zenodo.15727117 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/Exploring%20the%20Psychological%20Drivers-24062025-2.pdf