From Clicks to Carts: Investigating Impulse Buying in Influencer Live-Streaming

This study employs the Stimulus-Organism-Response (SOR) theory to construct a model elucidating the impact of stimulus factors in the influencer live-streaming shopping environment on customers' psychological states, ultimately leading to a psychological impulse buying model. A survey involving 325 individuals engaged in live-streaming purchasing was conducted using an online questionnaire. SmartPLS 4.0 facilitated data analysis, empirical evaluation, and hypothesis testing. Results indicate that positive interactions with streamers and co-viewers, perceived usefulness, and influencer credibility enhance consumers' perceived entertainment, triggering impulsive product purchases. The study emphasizes the importance of platform selection, interactive interface design, and thoughtful purchasing process planning for streamers. These insights contribute to improving live-streaming shopping practices, enhancing user engagement, and promoting effective social media platforms and content. The study introduces new variables within the SOR theory framework, enhancing understanding in the context of influencer-led live-streaming, particularly as “E-commerce live streaming” grows, highlighting the digital transformation in digital marketing emphasising the customer's impulsive buying for transaction success.