| dc.description.abstract | Live streaming business, which emerged from social commerce, has grown
quickly in Vietnam during Covid pandemic. It is a new business paradigm that allows
merchants to communicate with customers directly. This study focuses on consumers'
impulsive purchasing behavior in live streaming commerce. We created a research
model based on the organism's response to a stimulus (S-O-R) framework to
investigate consumer reactions and behavior in response to various stimuli
components. A total of 244 valid sample surveys on the purchase experience of the
live broadcast platform were collected. As an empirical research evaluation, this study
used PLS-SEM statistical analysis. Following the empirical inquiry, we discovered
that perceived enjoyment had a beneficial effect on impulse purchasing intention.
Attractiveness and skill have a beneficial impact on perceived enjoyment. Whereas
trustworthiness is not regarded as a factor that influences customers. We discovered
that consumers in live streaming commerce are more likely to make impulsive
purchases due to the presentation and urging of the live broadcaster in a short period
of time. In this study, we develop a live commerce impulse buying model. This model
is validated in the setting of Vietnam. The conclusions of this report offer specific
recommendations to vendors. | en_US |
