How do live-stream channels shape impulse buying behaviour? Empirical research on Vietnamese youth

Anh D. Pham, Ngoc H. Pham, Minh N. Nguyen, Ngoc T. H. Giap, Dung L. Bui, Trang L. Bui and Trang T. T. Dao

Asia Pacific Business Review, 2025, vol. 31, issue 4, 567-592

Abstract: The emergence of live-streaming commerce in Vietnam has brought about a transformative shift in the traditional business landscape, facilitating direct interactions between suppliers and consumers. This study introduces a novel adaptation of the stimulus-organism-response (S-O-R) framework to examine consumer behaviours and responses in the context of impulse buying triggered by specific stimuli. Based on a survey conducted among young participants from esteemed economics universities and high schools in Hanoi who possessed prior experience with online shopping on live-streaming platforms and the PLS-SEM technique for empirical analysis, the research highlights two significant results: (i) the presence of social interactions positively impacts the state of flow and consumer trust, thereby stimulating impulsive buying behaviour; and (ii) the brand equity of the application also exerts a strong influence on the mediating role of perceived usefulness and perceived ease of use in spurring impulsive buying behaviour. This study provides a comprehensive understanding of the psychological mechanisms underlying consumer impulse buying in the context of live-streaming commerce while offering practical strategies for online retailers to enhance their product sales in the near future.

Date: 2025
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DOI: 10.1080/13602381.2023.2265320

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