How do live-stream channels shape impulse buying behaviour? Empirical research on Vietnamese youth

ABSTRACTThe emergence of live-streaming commerce in Vietnam has brought about a transformative shift in the traditional business landscape, facilitating direct interactions between suppliers and consumers. This study introduces a novel adaptation of the stimulus-organism-response (S-O-R) framework to examine consumer behaviours and responses in the context of impulse buying triggered by specific stimuli. Based on a survey conducted among young participants from esteemed economics universities and high schools in Hanoi who possessed prior experience with online shopping on live-streaming platforms and the PLS-SEM technique for empirical analysis, the research highlights two significant results: (i) the presence of social interactions positively impacts the state of flow and consumer trust, thereby stimulating impulsive buying behaviour; and (ii) the brand equity of the application also exerts a strong influence on the mediating role of perceived usefulness and perceived ease of use in spurring impulsive buying behaviour. This study provides a comprehensive understanding of the psychological mechanisms underlying consumer impulse buying in the context of live-streaming commerce while offering practical strategies for online retailers to enhance their product sales in the near future.KEYWORDS: Impulse buying behavioursocial presenceapp brand equityS-O-R theorylive-streaming commerceflow theory AcknowledgementsWe would like to express our special thanks to Mr. Tran Quang Hung, Deputy Secretary of the Hanoi Municipal Youth Union–Curator of the Global Shapers Hanoi Hub (a constituent of the World Economic Forum), and his team at Hub Network for their assistance in collecting the survey data; Dr. Tim Andrews, Regional Editor of APBR, and the two anonymous reviewers for their constructive comments and encouragement.Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsAnh D. PhamAnh D. Pham is a blossoming economics researcher and lecturer at the Banking Academy of Vietnam. He earned his BSc in International Business from Foreign Trade University (Vietnam), MSc in International Economics and Finance from Bournemouth University (UK), and PhD in Economics from the Banking Academy of Vietnam. His main research interests include development economics, macro policy, financial technology, and business administration. His works have appeared in top-ranked economics journals such as International Journal of Bank Marketing, Journal of Asian Business and Economic Studies, Journal of Economics and Development, and Asian Academy of Management Journal.Ngoc H. PhamNgoc H. Pham is a senior student specializing in business administration at the Banking Academy of Vietnam. She is passionate about scientific research and constantly seeks new opportunities to expand her knowledge and expertise. Upon graduation, she aspires to become an influential researcher and contribute meaningfully to advancing Vietnam’s science and technology.Minh N. NguyenMinh N. Nguyen, a PhD candidate, is currently serving as an economics researcher at Research Institute for Banking, Banking Academy of Vietnam. His research interests include banking activities, financial market and stock market.Ngoc T. H. GiapNgoc T.H. Giap is a senior student who is currently pursuing a major in business administration at the Banking Academy of Vietnam. Her current research focuses on consumer purchasing psychology and entrepreneurial social networks. She has demonstrated a keen interest in Business Administration through contributions to academic seminars and conferences hosted by the Academy.Dung L. BuiDung L. Bui is a senior student majoring in business administration at the Banking Academy of Vietnam. During the implementation of research projects, she demonstrates her forte in forming a theoretical framework, conducting literature reviews and developing survey questionnaires based on defined research missions. Her research pursuits have spanned various areas, including marketing, logistics, and human resources.Trang L. BuiTrang L. Bui is a senior student specializing in business administration at the Banking Academy of Vietnam. Her research works focus on marketing, logistics, and human resources.Trang T. T. DaoTrang T.T. Dao is a senior business administration–advanced program student at the Banking Academy of Vietnam. Her research interests include economics, business strategies and the consumption behavior of individuals. She has authored or co-authored several research papers at academic seminars/conferences hosted by the Banking Academy of Vietnam. She has been granted scholarships five times, from 2021 to 2023, notably a distinguished scholarship from the State Bank of Vietnam in 2022.