Quantitative research shows that social presence and attitudes influence impulse buying in Generation Z, suggesting targeted strategies for live shopping.
Key Points
Impulse buying behavior among Generation Z is significantly influenced by live streamers' attractive appearance.
Hedonic and utilitarian attitudes significantly affect impulse buying, supporting the importance of consumer motivations.
Celebrity endorsements negatively moderate the impact of hedonic attitudes but positively affect utilitarian attitudes in impulse purchasing.
Findings highlight strategic insights for e-commerce platforms to optimize live streaming features and celebrity collaborations.