Effect of relational bonds on impulse buying behavior in live-streaming e-commerce in Ho Chi Minh City

Abstract

In this study, through a survey of shoppers on e-commerce livestreams, the authors examined the relationship between relational bonds and the impulsive purchasing behavior of consumers. Using the S-O-R model and relationship marketing theory, the research develops and tests a conceptual framework that integrates three relational bonds: perceived values, customer engagement, the urge to buy impulsively, and the impulse buying behavior of consumers through e-commerce livestream. The survey was conducted on 510 subjects in Ho Chi Minh City. The data were analyzed using the PLS-SEM method through SmartPLS 4.0 software. The results show that the urge to buy impulsively and the impulse buying behavior of customers are indirectly affected by three relational bonds via perceived utilitarian value, perceived hedonic value, and customer engagement. Eleven out of thirteen hypotheses were accepted. These findings contribute to a better understanding of how relational bonds work as well as provide useful insights for operators on how to effectively use these relational bonds in commerce.