The impact factors to Impulsive Purchasing in Livestream Shopping: The Moderating role of Deal Proneness

Abstract

With the rapid rise of livestreaming, particularly in Vietnam, impulsive purchasing has become a significant phenomenon. This trend is especially prevalent among the Generation Z demographic. This research aims to explore the impact of various factors on impulsive purchasing behavior in livestream shopping. Unlike previous studies, we focus on exploring the effect of anchor's characteristics, livestream characteristics, resonant contagion and product information quality on customer engagement and impulsive buying urge, which are then conducive to consumer’s unplanned behaviors, specifically examining the moderating effect of deal proneness. Data was collected from 225 Generation Z consumers in Ho Chi Minh City through an online survey on Google Forms, distributed via social media. The study focuses on Generation Z's engagement and impulsive buying in livestream shopping, using purposive sampling to target Generation Z consumers. The research used Partial Least Squares Structural Equation Modeling (PLS-SEM) to investigate the factors influencing impulsive buying in livestream shopping. The findings confirmed that product information quality, anchor’s characteristics, livestream characteristics, and resonant contagion significantly enhance customer engagement, which in turn increases impulsive buying urges. However, anchor’s characteristics did not directly affect impulsive buying urge. Additionally, deal proneness was found to establish a positive relationship between impulsive buying urge and impulsive buying purchases, amplifying the likelihood of impulse purchases among those highly sensitive to promotional deals. The model demonstrated moderate to strong predictive power, affirming its relevance for understanding consumer behavior in livestream shopping. This study presents practical implications for livestreaming in Vietnam, emphasizing the role of culturally resonant, interactive content in driving customer engagement. These findings guide merchants and streamers in refining content and promotional strategies to optimize viewer engagement and sales outcomes