Exploring consumer impulsive buying behavior during shopee live streaming: The role of flash sales and parasocial interactions

Abstract

Live Streaming has emerged as a crucial sales channel, attracting millions of viewers and generating substantial revenue for brands and sellers. This study is conducted to explore impulsive buying behavior among consumers on the Shopee Livestream Platform in Vietnam, by utilizing the Stimulus–Organism–Response (S-O-R) framework and the Theory of Planned Behavior (TPB). The research comprises two main phases. First, qualitative data were collected through in-depth interviews and focus group discussions with 10 active shoppers who frequently purchase via Shopee livestreams. These conversations provided detailed insights into consumer experiences and perspectives. Next, a quantitative study was conducted with 300 eligible participants, carefully selected to ensure a representative sample of a broader customer base. The data collected were analyzed using SmartPLS 3 software. The study evaluates the impact of factors such as Flash Sales (FS) and Parasocial Interaction (PSI) on emotional arousal (AR), perceived enjoyment (ENJ), impulsive buying tendency (IBT), and actual impulsive buying behavior (IBB). The findings illuminate how the livestream shopping environment can drive consumers’ impulsive buying behavior. Factors like Flash Sales and the degree of parasocial interaction not only enhance perceived enjoyment but also generate strong emotional arousal, leading to unplanned purchasing decisions