Understanding impulse buying behavior: Key factors in gastronomy Livestream

Abstract

The advent of live-streaming commerce in Vietnam has revolutionized the conventional business environment and gained widespread popularity. Live Streaming has become a popular“online marketing strategy”in the gastronomy industry in recent years. Based on the stimulus-organism-response (SOR) model and flow theory, this study examines how gastronomy live streaming influences viewers' impulsive consumption. It focuses on the impact of sensory cues (visual, auditory), live scene characteristics (gamification, instant feedback, interactivity) and serendipity on users’ impulse buying behavior through flow experience and behavioral involvement with food. The study hypotheses were tested on a sample of 445 Vietnamese who have experienced watching gastronomy live streaming. The research team conducted reliability analysis of the scale through Cronbach's Alpha coefficient, exploratory factor analysis (EFA), and the SEM linear model using SMARTPLS 4.1 software. The results showed that, except for instant feedback, the other factors positively affect satisfaction. The results of this study provide valuable insights“into live streaming in the gastronomy industry.”Considering these results, marketing managers can create attractive marketing strategies to enhance the user experience during gastronomy live streams, thereby triggering their impulse buying behavior, helping to improve brand reputation and revenue.