NEW MANIA OF CONSUMPTION PATTERN: A CONCEPTUAL PAPER OF FACTORS INFLUENCING IMPULSE BUYING IN LIVE STREAMING SHOPPING

Abstract

Live sales are the newest thing because of live streaming's explosive growth in popularity. Live streaming high level of involvement and extensive sensory stimulation makes it simple for viewers to make impulse buying. This research aims to identify the variables that affect viewers’ impulse buying during live streaming. Based on the stimulus-organism-response theory, this study uses this model to study the impact of live-streaming shopping on stimulating consumers' psychological conditions, leading to impulse buying. This study will employ an online questionnaire survey, and the survey targets are users of the live-streaming shopping platform. SPSS version 27.0 will used for empirical evaluation of data and hypothesis testing. This study proposes that trust, interactivity, and price promotion will positively affect perceived enjoyment. The consumers' perceived enjoyment directly drives their impulse buying. Perceived enjoyment as a mediator, the relationship between trust, interactivity, price promotion, and impulse buying. As digital retail with live shopping continues to evolve, continued exploration of the factors that influence impulse buying will help develop effective marketing strategies and enable businesses to create meaningful connections with consumers.