Human–Human Interactions’ Influence on Impulse-Buying Intention in Live Commerce: The Roles of Guanxi, co-Viewer Trust, and Gamification

Abstract

This study examined the influences of human–human interaction on impulse-buying intention in live commerce through swift guanxi and trust. To further clarify its impact, gamification was also incorporated into the proposed model. We adopted a quantitative methodology involving online questionnaires distributed to 742 Vietnamese consumers with previous live commerce purchasing experience. Data analysis was performed using structural equation modeling, and the results suggested that in live commerce contexts, entertainment and responsiveness positively impacted swift guanxi, whereas personalization had no such effect. Mutuality and social contagion were identified as crucial elements for fostering trust in co-viewers in viewer–viewer interactions. Additionally, the findings validated the influence of gamification on three model components: entertainment, swift guanxi, and impulse-buying intention. These findings can aid live commerce vendors and streamers in implementing effective live sessions that foster participants’ intentions to make impulsive purchases. Furthermore, this study deepens the understanding of swift guanxi and trust in the live commerce sector. Finally, the integration of gamification contributes to the current understanding of its influence in e-commerce studies in general and in live commerce studies in particular.