Live Streaming Commerce And Impulse Buying Behavior: Evidence From S-O-R And Dual Systems Theories And The Role Of Self-Control

Abstract

Although live streaming commerce has been gradually gaining a high market share in e-commerce, particularly in Southeast Asia, the impulsive buying behavior in this platform has received little attention from scholars. Moreover, relevant research papers on this issue have failed to address the effects of customer self-control capabilities. Thus, the study proposes a conceptual framework based on the Stimulus – Organism – Response and Dual systems theories to fill these gaps. The study investigates the factors affecting the impulse buying behavior in the live streaming commerce and how customers can manage their impulse buying. The survey questionnaire was conducted both online and offline with the target respondents in Generation Z and Millennials in Vietnam. Partial least squares structural equation modeling (PLS-SEM) is used to examine 483 reliable responses out of 526. The results show that 12/13 hypotheses have been supported, except H2. Streamer's attractiveness, expertise and purchase convenience have a significant positive effect on customer's perceived enjoyment and usefulness. Perceived enjoyment has a greater impact on the urge to buy impulsively than perceived usefulness. The results confirm that self-control weakens the effect of the urge on impulse buying. This research contributes to the empirical findings about the impulse buying behavior in live streaming commerce and to online businesses.