Factors Affecting Vietnamese Young Consumers’ Impulsive Buying Behaviors For Beauty Products Via Live Commerce: The Case Or Callmeduy Livestream On Tiktok

Abstract

Captivating the remarkable development of social commerce and TikTok, this study investigates this prospect realms, focusing on the live-streaming feature on TikTok. Drawing on the theoretical framework of the Stimulus-Organism Response (SOR) model, the research aims to indicate the initial inputs and organismic factors influencing impulsive buying behaviors among Vietnamese young consumers in the context of beauty purchases. Influencing factors are determined and measured by employing a quantitative survey of 300 respondents within the specified demography. By applying the Structural Equation Modelling (SEM) with the help of Smart-PLS, the valid responses from questionnaires are examined for the measurement model. The results reveal that Attractiveness, Expertise, Price Attribute, and Interactivity are significant determinants of Perceived Enjoyment. Perceived Usefulness is positively influenced by the Product Usefulness and Purchase Convenience. The Trustworthiness of live-streamers does not positively affect the consumers’ Perceived Enjoyment, and the Price Attribute is proven to have no significant impact on the Perceived Usefulness. The positive correlation between Perceived Enjoyment and Perceived Usefulness is explored. They were also found to be significant for influencing Impulsive Buying Behaviors for beauty products among Vietnamese young consumers via CallMeDuy's livestreams on TikTok. The results provide valuable implications for live streamers, marketers, brands, and platform operators in dealing with constructs, optimizing, and enhancing marketing approaches on TikTok in Vietnam.