HOW LIVE STREAMING ELEMENTS DRIVE ONLINE IMPULSE BUYING

Aurelia Irene Budiono; Dwi Hayu Agustini

Aurelia Irene Budiono Soegijapranata Catholic University
Dwi Hayu Agustini Soegijapranata Catholic University

Keywords: Live streaming, Online impulse buying, SOR framework, Informative content, Real-time engagement, Momentary promotional pricing

Abstract

Live streaming has transformed how brands connect with their audiences, offering an interactive, real-time shopping experience that drives online impulse purchases. This study explores how live streaming elements—informative content, real-time engagement, and momentary promotional pricing—drive online impulse buying, guided by the Stimulus-Organism-Response (SOR) framework. This study employed a purposive sampling technique targeting Generation Y and Z consumers in Indonesia. Data were collected via an online questionnaire and 196 valid responses were analyzed. Measurement validity and reliability were evaluated through confirmatory factor analysis (CFA), while the structural model was assessed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Results indicate that live streaming elements significantly enhance flow experience, which in turn positively influences online impulse buying. This research highlights the importance of live streaming elements in driving online impulse purchases. By leveraging live streaming features, marketers can effectively create engaging and persuasive experiences that drive online impulse buying.

References

Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2). https://doi.org/10.1016/j.im.2016.06.001
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7). https://doi.org/10.1016/j.heliyon.2024.e28347
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3). https://doi.org/10.1108/INTR-03-2019-0082
Huang, Y., & Suo, L. (2021). Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce. Asian Social Science, 17(5). https://doi.org/10.5539/ass.v17n5p16
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2). https://doi.org/10.1177/21582440231172678
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Li, L., & Kang, K. (2024). Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior. Journal of Economic Analysis, 3(2). https://doi.org/10.58567/jea03020008
Li, M., Wang, Q., & Cao, Y. (2022). Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. International Journal of Environmental Research and Public Health, 19(7). https://doi.org/10.3390/ijerph19074378
Liao, C., To, P. L., Wong, Y. C., Palvia, P., & Kakhki, M. D. (2016). The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research, 17(2).
Liu, F., Wang, Y., Dong, X., & Zhao, H. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.933633
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103409
Luo, S., Shyu, M. L., Silalahi, A. dayarana k., & Shih, I. T. (2022). A business model predicting the impact of live-stream marketing on firms’ stock price - An event study. Heliyon, 8(12). https://doi.org/10.1016/j.heliyon.2022.e12522
M.Ruby Evangelin, A.Gokulakrishnan, P.Sasikumar. (2023). Emerging Trends in Online Impulse Buying Behavior: A Bibliometric Analysis and Future Research Directions. Tuijin Jishu/Journal of Propulsion Technology, 44(5). https://doi.org/10.52783/tjjpt.v44.i5.2502
Ye, Y., Zhou, Z., & Duan, H. (2022). Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1041476
Zhang, P., Chao, C. W. (Fred), Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. (2023). Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262. https://doi.org/10.1016/J.JRETCONSER.2023.103262
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4). https://doi.org/10.3390/su14042122