Key points are not available for this paper at this time.
Livestream commerce has transformed the online shopping environment by integrating real-time live interaction into digital purchases. Prior studies have explored various factors influencing impulse buying in livestream commerce. However, the gaps remain; while these studies highlight the factors driving impulse buying, they overlook the role of planned buying in the immediate buying behaviour. Therefore, this study bridges the gap by extending the Stimulus-Organism-Response (SOR) framework to encompass planned and impulse buying within the concept of immediate buying behaviour. This study employed a sequential two-phase research design. This study used Covariance-Based Structural Equation Modeling (CB-SEM) to analyse main data from 545 valid respondents of live shoppers in Indonesia. This study has identified new stimulus variables within the stimulus stage (direct connection, active credibility, and insightful content). The results showed that these stimuli significantly impact cognitive factors (immersion, social proof, perceived value) and affective factors (fear of missing out, anticipated positive emotions), which in turn drive immediate buying behaviour. Findings also revealed that cognitive and affective factors serve as partial mediators in the serial mediation analyses. This study provides theoretical insights and practical contributions for digital marketers in livestream contexts.
Widiatmo et al. (Mon,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: