Impulse buying in live stream based on the stimulus-organism-response framework
Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Henc...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/21089/ http://journalarticle.ukm.my/21089/1/56243-200165-2-PB.pdf |
| _version_ | 1848815269389008896 |
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| author | Tang, Kin Leong Tan, Pei Meng Tham Yong Jing Alex, |
| author_facet | Tang, Kin Leong Tan, Pei Meng Tham Yong Jing Alex, |
| author_sort | Tang, Kin Leong |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers’ impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce. |
| first_indexed | 2025-11-15T00:47:18Z |
| format | Article |
| id | oai:generic.eprints.org:21089 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:47:18Z |
| publishDate | 2022 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:210892023-02-09T05:58:00Z http://journalarticle.ukm.my/21089/ Impulse buying in live stream based on the stimulus-organism-response framework Tang, Kin Leong Tan, Pei Meng Tham Yong Jing Alex, Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers’ impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/21089/1/56243-200165-2-PB.pdf Tang, Kin Leong and Tan, Pei Meng and Tham Yong Jing Alex, (2022) Impulse buying in live stream based on the stimulus-organism-response framework. Jurnal Pengurusan, 66 . pp. 67-79. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1569 |
| spellingShingle | Tang, Kin Leong Tan, Pei Meng Tham Yong Jing Alex, Impulse buying in live stream based on the stimulus-organism-response framework |
| title | Impulse buying in live stream based on the stimulus-organism-response framework |
| title_full | Impulse buying in live stream based on the stimulus-organism-response framework |
| title_fullStr | Impulse buying in live stream based on the stimulus-organism-response framework |
| title_full_unstemmed | Impulse buying in live stream based on the stimulus-organism-response framework |
| title_short | Impulse buying in live stream based on the stimulus-organism-response framework |
| title_sort | impulse buying in live stream based on the stimulus-organism-response framework |
| url | http://journalarticle.ukm.my/21089/ http://journalarticle.ukm.my/21089/ http://journalarticle.ukm.my/21089/1/56243-200165-2-PB.pdf |