In the era of technological evolution, Live Streaming, as a business model, has revolutionized e-commerce, enabling streamers, vendors, and influencers to showcase and sell products in real-time to a vast global online audience, transforming the shopping experience. This study focused on the primary research question: “What are the critical factors that lead to impulsive buying actions in Live Streaming E-Commerce?” Understanding these factors is crucial for businesses aiming to optimize their Live Streaming E-Commerce strategies. By following their approach to align with the identified variables, organizations can enhance customer engagement, product appeal, and the overall shopping environment. Adopting a Systematic Literature Review methodology, insights from diverse authors and sources were collected to seek the factors influencing impulsive buying during live streaming commerce. The focus spanned studies published between 2019 and 2023. The comprehensive literature review revealed 46 factors across 41 scholarly articles, categorized into five latent variables: User Experience & Engagement, Environment & External, Product, User Behavioral & Psychological, and Streamer. Our findings not only offer valuable insights for organizations in the Live Streaming E-Commerce sphere but also present an opportunity for businesses to strategically stimulate impulsive buying behavior. As live streaming commerce continues to evolve, further research is necessary to deeply dive into how these identified factors influence impulsive buying behaviors in a specific Live Streaming E-Commerce context. Additional studies examining the significance and interplay of these factors would provide more precise insights into the most relevant stimuli triggering impulsive purchases.

Critical Factors Influencing Impulsive Buying in Live Streaming E-Commerce Environments: A Systematic Literature Review

This article is written with the support of CSC (National Foundation for Study Abroad). The article investigates the evolution of impulse buying and its impact on trading company profits in the context of digital commerce. The paper examines how changes in consumer behavior and technological innovations affect strategies for attracting and encouraging impulse buying. Special attention is paid to the role of time-limited offers, virtual rewards, quick feedback, social proof, and other mechanisms in creating the desired impulse in consumers. The factors determining impulse buying in the online environment are listed, and the psychological and social aspects of this phenomenon are explored. A number of principles and mechanisms for stimulating impulse buying in Live Commerce are proposed after the analysis of scientific literature. 

Impulse Purchases in Live Commerce

This study was conducted from March 29th to April 25th 2021 to investigate the effect of customer experience factors on beauty product satisfaction in beauty live commerce, focusing on women in their 20s and 30s who watched Chinese beauty live commerce broadcasts and purchased beauty products. By the 25th, WeChat and WenJuanXing program were used to analyze 323 copies investigated. For data analysis, we used t-test, one-way ANOVA, Scheffe's multiple range test, Correlation Analysis, and Multiple Regression Analysis on the basis of SPSSWIN 21.0 program, and the results are as follows. The group is generally characterized as women in their 20-30's years old and unmarried. Their final educational background is a university degree, and the monthly income is less than 1 million to 2 million won. Occupation among them is highest as a profession. The average of all customer experience factors of beauty products was 3.64, and the average of the overall satisfaction with beauty products was 3.68, which was high. There are significant differences in customer experience factors and satisfaction with beauty products in different occupations. It is found that both the quantitative and qualitative services of beauty product satisfaction are significantly positively correlated with the customer experience factors of beauty products. The results confirmed that customer experience factors such as information provision services and personalized services in Beauty Live Commerce have a great impact on the satisfaction of beauty products. Proposed direction of the services provided, in order to make more effective use of Chinese women live beauty product marketing business in the future.

Effects of Customer Experience Factors on Beauty Product Satisfaction in Beauty Live Commerce: -for Women in Their 20s and 30s in Zhejiang Province, China-

Despite the growing live streaming commerce (LSC) in China, a comprehensive framework is required to examine the factors influencing consumer impulse purchases. By applying the Social Impact Theory (SIT) and Stimulus-Organism-Response (S-O-R) framework, the mechanism underlying consumers’ urge to buy impulsively (UTBI) was examined through perceived enjoyment as the mediator. Upon analyzing 380 valid responses, the results revealed that parasocial interaction, telepresence, discounted price, serendipity information, and ubiquity positively influenced consumers’ perceived enjoyment. Meanwhile, parasocial interaction, social presence, discounted price, scarcity, ubiquity and perceived enjoyment positively impacted consumers’ UTBI. Perceived enjoyment partially mediated the correlations between parasocial interaction, discounted price, ubiquity and UTBI, whereas perceived enjoyment fully mediated the correlations between telepresence, serendipity information, and UTBI. Moreover, the findings reveal that serendipity information is the most significant factor in perceived enjoyment, whereas ubiquity is the most impactful antecedent of UTBI. This study enriches the literature on impulse purchase and LSC by incorporating the SIT and S-O-R theories, seven multidimensional antecedents and perceived enjoyment as a mediator. Furthermore, the study provides in-depth insights into consumers’ impulse purchases, enabling live streamers, marketers, and retailers to develop effective marketing strategies. Additionally, the designers of live streaming platforms can benefit from this study by designing more interactive and multifunctional platforms to attract more users. 

Antecedents of Impulse Purchase through Perceived Enjoyment Among Chinese Live Streaming Commerce Consumers

https://www.koreascience.or.kr:443/article/JAKO202108960113787.pdf

Factors Boosting Impulse Buying Behavior in Live-streaming Commerce - Roles of Para-social Interactions, Task Complexity and Perceived Amount of Information

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Factors Boosting Impulse Buying Behavior in Live-streaming Commerce - Roles of Para-social Interactions, Task Complexity and Perceived Amount of Information