A study on the factors influencing consumer impulsive buying in live commerce: based on the Theory of Planned Behavior (TPB) model

This study investigates the impact of influencer credibility, i.e., attractiveness, expertise, and trustworthiness, on consumers' attitudes toward impulse buying in livestreaming commerce. Based on the Theory of Planned Behavior, we examine the effects of attitude, subjective norms, and perceived behavioral control on consumers' impulse buying behavior in the livestreaming environment. The results show that influencers' attractiveness and trustworthiness positively influence consumers' attitudes toward impulse buying in livestreaming commerce. In addition, attitudes and subjective norms significantly affect consumers' impulse buying behavior, while perceived behavioral control is a key antecedent of consumers' impulse buying in live streams. Finally, this study offers important insights for marketers and decision-makers.