Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework

Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers’ impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce. Keywords: SOR; impulse buying; live stream; scarcity; arousal; urge to buy ABSTRAK Perdagangan strim langsung merupakan salah satu kaedah paling berkesan untuk pemasaran dan penjualan dalam talian, Perintah Kawalan Pergerakan (PKP) dan penjarakkan sosial yang dilaksanakan oleh kerajaan Malaysia semasa pandemik Covid-19 telah memberi kesan yang mendalam terhadap kelakuan pembelian pengguna dan cara-cara menjalankan perniagaan. Oleh itu, kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi pembelian impuls dalam perdagangan strim langsung di Malaysia. Rangka kerja Stimulus Organism Response (SOR) digunakan untuk menilai rangsangan (live streamer attractiveness, expertise, scarcity dan promotion) yang memberi impak kepada tindak balas (perceived enjoyment, urge to buy dan arousal) dan seterusnya mempengaruhi kelakuan pembelian impuls strim langsung. Sejumlah 385 soal selidik telah diedarkan semasa pelaksanaan PKP 2.0 pada tahun 2021. Hasil kajian menunjukkan bahawa semua hipotesis adalah signifikan. Perceived enjoyment, arousal and urge to buy dikaitkan dengan pembelian impuls dalam strim langsung. Kajian ini memberikan gambaran yang lebih mendalam tentang pembelian strim langsung di Malaysia dan mengenal pasti pembolehubah utama yang akan mempengaruhi pembelian impuls melalui video strim langsung. Penemuan ini akan membantu perniagaan dan para pemasar untuk merangka strategi pemasaran yang berkesan dan mengisi jurang penyelidikan dalam perdagangan strim langsung. Kata kunci: SOR; pembelian impuls; strim langsung; kekurangan, rangsangan, dorongan untuk membeli