How do live-stream channels shape impulse buying behaviour? Empirical research on Vietnamese youth

The emergence of live-streaming commerce in Vietnam has brought about a transformative shift in the traditional business landscape, facilitating direct interactions between suppliers and consumers. This study introduces a novel adaptation of the stimulus-organism-response (S-O-R) framework to examine consumer behaviours and responses in the context of impulse buying triggered by specific stimuli. Based on a survey conducted among young participants from esteemed economics universities and high schools in Hanoi who possessed prior experience with online shopping on live-streaming platforms and the PLS-SEM technique for empirical analysis, the research highlights two significant results: (i) the presence of social interactions positively impacts the state of flow and consumer trust, thereby stimulating impulsive buying behaviour; and (ii) the brand equity of the application also exerts a strong influence on the mediating role of perceived usefulness and perceived ease of use in spurring impulsive buying behaviour. This study provides a comprehensive understanding of the psychological mechanisms underlying consumer impulse buying in the context of live-streaming commerce while offering practical strategies for online retailers to enhance their product sales in the near future.