Examine the factors affecting customers’ impulsive buying behaviors in live streaming commerce

In this study, Partial Least Square – Structural Equation Modeling (PLS-SEM) was used to analyze data from the questionnaire survey of 363 customers who are familiar with live streaming platforms in Vietnam. By using SmartPLS for data empirical evaluation and hypotheses testing, research shows that the social presence of a live streaming platform and scarcity have a positive impact on consumer’s flow states, hence inducing consumers’ impulsive buying behaviors.