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Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market

Author

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  • Wu Yanzhou

    (Faculty of Management, Universiti Teknologi Malaysia, 81310 Skudai, Malaysia. Author-2-Name: Thoo Ai Chin Author-2-Workplace-Name: Faculty of Management, Universiti Teknologi Malaysia, 81310 Skudai, Malaysia. Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - Live-streaming is the new way for people to have leisure and kill time. Over the past few years, online shopping has become increasingly popular and widely accepted among consumers. Before making a purchase decision, consumers prefer to check online shopping platforms for convenient logistics and various promotional activities. Methodology/Technique - The objective of this paper is to investigate the relationship between impulse buying behaviour and browsing behaviour on live streaming platforms by reviewing existing literature, which aims to analyze the factors that influence impulse buying behaviour and examine how live streaming platforms employ different strategies to impact consumers' purchasing decisions, with a particular focus on impulse buying. Findings - This paper conducted a systematic review and analysis of relevant literature, encompassing empirical studies on consumer behaviour on live streaming platforms, theoretical discussions, and research on online impulse buying behaviour. The study found that impulse buying behaviour on live-streaming platforms is influenced by a range of factors that significantly increase the likelihood of impulse purchases by boosting consumers' sense of participation and trust. Novelty - Additionally, consumers' browsing behaviour exhibits certain patterns, such as a preference for live streams featuring celebrities and greater engagement with live streams that include interactive sessions. This study not only provides a deeper understanding of consumer purchasing behaviour on live streaming platforms but also offers a theoretical foundation for e-commerce platforms to develop effective marketing strategies. Type of Paper - Review"

Suggested Citation

  • Wu Yanzhou, 2026. "Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market," GATR Journals jmmr364, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr364
    DOI: https://doi.org/10.35609/jmmr.2026.11.2(3)
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    References listed on IDEAS

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    1. Kang, Kai & Lu, Jinxuan & Guo, Lingyun & Li, Wenlu, 2021. "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms," International Journal of Information Management, Elsevier, vol. 56(C).
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    3. Liang, Chih-Chin & Yu, Annie Pei-I & Le, Thi Hong, 2021. "Customers focus and impulse buying at night markets," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Kim, Hye-Young & Kim, Youn-Kyung, 2008. "Shopping enjoyment and store shopping modes: The moderating influence of chronic time pressure," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 410-419.
    5. Chun-Der Chen & Qun Zhao & Jin-Long Wang, 2022. "How livestreaming increases product sales: role of trust transfer and elaboration likelihood model," Behaviour and Information Technology, Taylor & Francis Journals, vol. 41(3), pages 558-573, February.
    6. Katakam, Bharath Shashanka & Bhukya, Ramulu & Bellamkonda, Raja Shekhar & Samala, Nagaraj, 2021. "Longitudinal analysis versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behavior – Do the store ambience and salesperson interactions really matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Zhou, Fei & Su, Qiulai & Mou, Jian, 2021. "Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship," Technology in Society, Elsevier, vol. 65(C).
    8. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.
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    Keywords

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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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