Impulsive buying behaviour in live-streaming commerce: an application of S-O-R theory
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F25%3A50022316" target="_blank" >RIV/62690094:18450/25:50022316 - isvavai.cz</a>
Result on the web
<a href="https://www.tandfonline.com/doi/full/10.1080/23311886.2025.2474861" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/23311886.2025.2474861</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/23311886.2025.2474861" target="_blank" >10.1080/23311886.2025.2474861</a>
Alternative languages
Result language
angličtina
Original language name
Impulsive buying behaviour in live-streaming commerce: an application of S-O-R theory
Original language description
The live-streaming commerce is a new chapter in sales that offers brands and retailers enormous scope for creating value. This approach is reshaping how businesses connect with their audiences by opening up exciting possibilities for growth and engagement. Thus, this study aims to investigate: (1) the effects of information quality, the social presence of live-streaming platforms and financial bonds on the customers' flow state, and (2) the effect of flow state on impulsive buying behaviour of customers to adopt live-streaming commerce in Malaysia. An online survey is conducted among Malaysian customers with experience in live-streaming shopping, which yielded 203 usable responses. Findings reveal that information quality and the social presence of live-streaming platforms significantly affect the flow state, which in turn significantly stimulates customers' impulsive buying behaviour. Conversely, financial bonds do not significantly affect Malaysian customers' flow state in live-streaming commerce. Given that both s-commerce and e-commerce are different in terms of social aspects, future research should study both platforms separately with a more comprehensive range of variables. This provides live streamers and retailers insights on how to evoke Malaysian customers' online buying behaviour.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50403 - Social topics (Women´s and gender studies; Social issues; Family studies; Social work)
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Cogent Social Sciences
ISSN
2331-1886
e-ISSN
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Volume of the periodical
11
Issue of the periodical within the volume
1
Country of publishing house
NO - NORWAY
Number of pages
20
Pages from-to
"Article Number: 2474861"
UT code for WoS article
001442092900001
EID of the result in the Scopus database
2-s2.0-105000771819