What question did this study set out to answer?

To examine the psychological drivers and promotional factors influencing online impulse buying, focusing on the moderating role of consumers' construal levels.

September 17, 2026Millennial AsiaOpen Access

The Impulsive Buying in Southeast Asian E-commerce Platforms: A Comparative Analysis Focused on Consumers’ Construal Levels

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To examine the psychological drivers and promotional factors influencing online impulse buying, focusing on the moderating role of consumers' construal levels.
Surveyed N=279 adult consumers in Malaysia with active e-commerce experience.
Evaluated the structural relationships between promotional strategies (price deals, voucher incentives, livestreams), conformity, and impulsive buying using structural equation modelling (SEM) and multi-group analysis.
Price deals exerted the strongest positive influence on consumer conformity, followed by livestream promotions and voucher incentives, with conformity significantly increasing impulsive buying.
Multi-group analysis demonstrated that high-construal consumers responded more favorably to livestream promotions, whereas low-construal consumers were significantly more price-sensitive.

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Implication

Survey study reveals differential effects of price deals and livestreams on impulsive buying across consumer construal levels in Malaysia, highlighting psychological drivers of digital purchases.

Cite This Study

Lee et al. (2026) studied this question.

synapsesocial.com/papers/6aabb6d85f706d05830e57be https://doi.org/10.1177/09763996261481903

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Implication

Survey study reveals differential effects of price deals and livestreams on impulsive buying across consumer construal levels in Malaysia, highlighting psychological drivers of digital purchases.

The Impulsive Buying in Southeast Asian E-commerce Platforms: A Comparative Analysis Focused on Consumers’ Construal Levels

Key Points

Discussion

Implication

Cite This Study

The Impulsive Buying in Southeast Asian E-commerce Platforms: A Comparative Analysis Focused on Consumers’ Construal Levels

Key Points

Discussion

Implication

Cite This Study

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