Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context

Abstract

This study examines how the consumers’ perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the livestream shopping context by drawing the stimulus-organism-response (S-O-R) paradigm. Moreover, the author views interpersonal influence as a moderator and tests its impact on the correlation between the consumers’ perceived value and their IBB. Data were collected through a survey in Ho Chi Minh City (n = 276). The results show that environmental stimuli (portability, visual appeal, streamer characteristic) significantly influence consumer perceived values (perceived utilitarian value and hedonic value), and then consumer perceived values significantly and directly impact their IBB. In addition, the result indicated that interpersonal influence had no significant moderate effect on IBB. The author also presents the paper's discussions, limitations, and implications. The findings provide valuable guidance for livestream commerce retailers to induce consumer IBB.