Drivers of Impulse Buying in Live-Streaming E-Commerce Among Gen Z in Selangor, Malaysia

E-commerce in Malaysia is expanding quickly, supported by the growth of live-streaming platforms that make online shopping more interactive, and increase impulse buying, especially among Generation Z. This study investigates the external factors that influence impulsive buying behaviour in live-streaming e-commerce among Generation Z in Selangor. Grounded in Stern’s Impulse Buying Theory, the study examines four independent variables, trustworthiness, expertise, visual merchandising, and sales promotion, and their effect on impulse buying behaviour. Using convenience sampling, data were collected from 210 respondents via self-administered questionnaires employing a five-point Likert scale. Pearson correlation and multiple regression analysis were applied. The findings revealed all four variables showed significant positive correlations with impulsive buying behaviour. However, multiple regression results indicated that only trustworthiness, expertise, and sales promotion were significant predictors, while visual merchandising did not show a significant independent effect. Expertise appeared as the strongest predictor, and the model explained 52.4% of the variance in impulsive buying behaviour. The findings are useful for researchers, consumers, and online marketers in developing strategies and raising awareness of consumer behaviour in digital shopping.