Impulse buying behaviour in live streaming commerce: The influence of celebrity-owned brands
List of Authors
  • Amirah Ismail , Hasnawati Guliling

Keyword
  • SR theory, impulse buying, live streaming commerce, celebrity-owned brands

Abstract
  • Celebrity-owned brands have quickly become popular. Live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this era since traditional marketing methods are no longer able to meet all the consumer’s shopping needs and styles. We proposed a research model based on the Stimulus Response theory (SR Theory) to explore the reaction and behaviour of consumers after a certain stimuli factor. A total of 100 valid sample questionnaires with their experience in live streaming shopping were taken. This research adopted PLS-SEM statistical analysis as an empirical evaluation. Subsequently after the empirical investigation, it was found that attractiveness of the live streamer affects consumer’s impulse buying of celebrity-owned brands. Similarly, expertise of the live streamer also affects consumer’s online impulse buying of celebrity owned brands. However, the trustworthiness of the live streamer on live streaming commerce does not affect the online impulse buying of celebrity owned brands. In this paper, we build a framework for impulse buying in live streaming commerce. We verify this framework under Malaysian context. The findings of this paper provide concrete suggestions to business owners and celebrities for their marketing strategies.

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