Unveiling the Impact of Signals from Livestreaming on Impulsive Buying: A Dual Approach Using Signaling and Social Exchange Theories

Abstract

Purpose: The increasing popularity of live streaming commerce has engendered a novel avenue for electronic retailers to augment their sales. This investigation amalgamates signaling theory and social exchange theory to scrutinize the manner in which signals affect consumers' impulsive purchasing conduct within the realm of live-stream commerce. As a result, the study furnishes enterprises with profound insights into consumer psychology and their inclinations toward impulsive purchasing through live streaming. Research objects: Streamer interaction, Streamer credibility, Review consistency, Resonant contagion, Product information quality, Customer engagement, Deal proneness and Impulsive buying tendency. Range of research: The study targets individuals living in Ho Chi Minh City who have participated in viewing or purchasing through live-stream shopping platforms. Primary data was collected from 310 responses via a questionnaire on the Google Form platform. An online survey was conducted from November 1, 2024, to December 30, 2024. Methodology: Methodology: In this study, the quantitative research method was used as the primary approach. Primary data was collected by distributing questionnaires to participants via Google Form. The data for this study was processed using SmartPLS and SPSS software. Contributions: Theoretically, this dual-theory approach (signaling theory and social exchange theory) provides a comprehensive understanding of how both cognitive and emotional factors drive impulsive purchasing in live streaming commerce. Practically, understanding the behavior of live-stream viewers provides businesses with a solid foundation to enhance and boost their sales