The Relationship Between Shopping Environment Factors Via Livestreams and Customers' Impulsive Buying Behavior Invietnam: TheModerating of Impulsive Buying Trendency

Objectives Based on the synthesis of background theory, research concepts and related research articles, the research has built a research model on the relationship between shopping environment factors via livestreams and customers' impulsive buying behavior in Vietnam. Methods The research was conducted with data collected from 522 customers shopping for goods via livestreams on the platforms TikTok, Facebook, and Shopee. Results The results showed that the theoretical research model was consistent with the market data, and the results of testing 14 hypotheses were all accepted. The results of the SEM linear structural model testing showed that the environmental factors of shopping through livestreams, including scarcity and vicarious experience, had a positive impact on cognitive reactions; scarcity, vicarious experience, social interaction, social contagion, social presence of livestreams, social presence of viewers, and social presence of products had a positive impact on affective reactions. Cognitive reactions had a positive impact on affective reactions, affective reactions had a positive impact on impulsive buying urge, impulsive buying urge had a positive impact on impulsive buying behavior. Finally, the results of the moderator variable test showed that there is an impact of the moderator variable impulsive buying tendency on the impact of affective reactions to impulsive buying urge and an impact of the moderator variable impulsive buying tendency on the impact of impulsive buying urge on impulsive buying urge behavior. Conclusions Based on the research results, the author gives managerial implications to enhance customers' impulsive shopping behavior through livestreams.