Evaluating the impact of Mega Live on e-commerce platforms on impulse buying intention: Ho Chi Minh City GenZ consumers’ perspectives

Abstract

As live streaming and online platforms gain increasing popularity, live streaming commerce has gained attention as a well-known research subject over the last few years. Evolved from this subject, Mega Live has become a phenomenon, serving as an innovative marketing strategy that drives significant success for businesses and captures consumer interest. However, limited knowledge exists on this strategy in the context of Vietnam, as well as its impacts on environmental sustainability. Utilizing the Stimulus-Organism-Response (SOR) framework, this research addresses a significant research gap by exploring the influence of Mega Live on GenZ consumers’ impulse buying intention in Ho Chi Minh City (HCMC). The research model was tested with 309 valid responses from residents in HCMC. The responses were measured and analyzed using SmartPLS 3. The findings indicate all the stimuli affect people’s organisms, namely Cognitive Assimilation and Flow State, positively. It also highlights that the organism’s factors influence the intention to buy impulsively. This research provides substantial theoretical and practical implications for the businesses to better understand consumers and how to optimize Mega Live, whilst also providing knowledge for consumers about the factors of this strategy that drive their impulse buying decisions