ABSTRACT Although e‐commerce is still in its early stages of development in developing regions, the growing economy and improving digital infrastructure have created favorable conditions for positioning a country as an emerging digital commerce hub, attracting both consumers and businesses seeking new opportunities. Impulsive buying is a prevalent consumer behavior in the live streaming domain of e‐commerce, yet empirical research on this phenomenon remains limited. This study fills this gap by integrating the Stimulus‐Organism‐Response (SOR) Model and Self‐Perception Theory to examine the factors influencing consumers’ perceived value and impulsive buying intention in live streaming, focusing on the moderating role of self‐control. Utilizing purposive sampling, survey data was collected from 220 local consumers and analyzed via structural equation modeling. The results revealed that live streaming's promotion time limit, online comments, and consumer‐consumer interaction positively influence consumers’ perceived value formation. However, anchor characteristics showed no significant impact on perceived value. Importantly, a significant positive relationship was confirmed between perceived value and impulsive buying intention, with self‐control moderating this relationship. This study contributes novel insights to researchers and practitioners alike, shedding light on the value‐based determinants of impulsive buying intention in live streaming, while also elucidating the moderating role of self‐control. These findings underscore the significance of live streaming as a potent force shaping consumer behavior in e‐commerce, offering valuable academic and industry implications. Understanding these dynamics can help businesses refine their marketing strategies and empower consumers with better decision‐making frameworks in digital shopping environments.
Phang et al. (Fri,) studied this question.