Factors Affecting Vietnamese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce

Abstract

From the perspective of consumers, this research studied four factors including price promotion, time pressure, interpersonal interaction, and visual appeal influencing the impulse buying decision of live streaming e-commerce consumers in Viet Nam. This research used a quantitative design by developing questionnaires to collect data through the convenience sampling approach from 280 Vietnamese users who has live streaming shopping experience on social commerce platform Shopee and Lazada within the past 1 year in Viet Nam was used to analyze the data and the hypotheses accordingly. Additionally, the results also show that price promotion, time pressure (promotion time limit and perceived opportunity cost), interpersonal interaction (the interaction between consumers and streamers, the interaction between consumers), and visual appeal all have a significant negative impact on consumers'. The findings suggest that managers and merchants of live streaming e-commerce should make a reasonable price promotion plan and provide a good visual experience for consumers, in the meantime, strengthening interpersonal interaction and trying to increase the consumer trust of consumers.