Impulse Buying in Live Streaming Commerce: Unveiling Influential Factors through the Stimulus-Organism-Response Model and Self-Control

Abstract

This study investigates the factors influencing impulse buying in live streaming commerce using the Stimulus-Organism-Response (S-O-R) model. As a rapidly growing e-commerce trend, live streaming commerce offers unique opportunities and challenges for both marketers and consumers. This study hypothesized that attractiveness, social presence, and promotional incentive (stimuli) enhance perceived enjoyment (organism), which in turn drives impulse buying (response). Self-control was examined both as a direct predictor of impulse buying and as a moderator between perceived enjoyment and impulse buying. Data collected from respondents were evaluated using PLS-SEM. It is observed that all three stimuli positively impact perceived enjoyment, which significantly influences impulse buying. Self-control negatively affects impulse buying but does not have a moderating effect on the link between perceived enjoyment and impulse buying. These results offer actionable insights for marketers in the context of live streaming commerce. It is important to balance promotional strategies with consumer awareness to promote rational purchasing decisions.