Factors influencing impulse buying behavior in live-streaming shopping on Tiktok live: A stimulus - organism – response (sor) perspective

Abstract

Live streaming commerce, an offshoot of social commerce, has rapidly gained momentum in recent years as a novel business approach facilitating direct vendor- consumer interactions. This trend is exemplified by platforms such as TikTok, a burgeoning entertainment medium, which offers the convenience of TikTok shop and TikTok live streaming shopping features. The presence of TikTok live streaming shopping has been increasingly enticing for TikTok users, prompting many individuals without prior shopping intentions to engage in impulsive buying. Drawing upon the Stimulus-Organism-Response framework, this study introduces a research model that elucidates the sequential impact of environmental cues within TikTok Live (i.e., perceived product scarcity, streamer trustworthiness, and social presence) on customer experience (i.e., perceived enjoyment and involvement), which subsequently leads to impulse buying behavior concerning products showcased on TikTok Live. The outcomes, based on a sample of 276 customers, demonstrate that perceived product scarcity, streamer trustworthiness, and social presence exert positive influence on customer experience, ultimately amplifying impulse buying behavior on TikTok Live. These findings offer valuable insights for e-retailers, providing actionable recommendations.