Exploring consumers’ Impulsive Buying in TikTok Live-streaming: The Stimulus-Organism-Response Framework

Abstract

In the rapidly evolving e-commerce landscape, live streaming has become a critical marketing and sales channel, captivating millions of viewers and generating substantial revenue for brands and sellers. This research adopts a mixed-methods approach to delve into consumer impulsive buying on TikTok live-streaming platform in Vietnam, framed by the Stimulus-Organism-Response (S-O-R) Framework and the Theory of Planned Behavior (TPB). Initially, qualitative insights were garnered through interviews and focus groups with 9 individuals actively engaged in live stream shopping on TikTok, aiming to capture their experiences and perceptions in depth. Subsequently, a quantitative exploration involved 233 valid participants, carefully selected to represent the broader consumer base, analyzed with SPSS 22.0 and AMOS 24 through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The study scrutinized the impacts of Flash Sales (FL) and Parasocial Interaction (PSI) on arousal (AR), perceived enjoyment (ENJ), impulsive buying tendency (IBT), and actual impulsive buying (IMB). The findings enrich our understanding of the live streaming sales environment's influence on consumer impulsive buying, offering critical insights for businesses and market managers to refine their digital marketing strategies on platforms such as TikTok. By highlighting these dynamics, the research underscores the potential of live streaming in shaping consumer behavior and the strategic opportunities it presents for digital commerce