TRUST-DRIVEN IMPULSIVE BUYING IN LIVESTREAM COMMERCE: SUSTAINABILITY IMPLICATIONS
DOI:
https://doi.org/10.18623/rvd.v23.5429Keywords:
Impulsive Buying, Livestream Commerce, Consumer Trust, Stimulus - Organism - Response (SOR), Sustainable Consumer EngagementAbstract
Livestream shopping has become a dominant digital commerce format driven by real-time interaction and consumer engagement. Impulsive buying plays a key role in sustaining participation and platform development. Grounded in the Stimulus - Organism - Response (SOR) framework, this study examines how streamer attributes influence impulsive purchase intention through affective and cognitive trust. Survey data from 378 livestream shoppers were analyzed using structural equation modeling. The findings show that both trust dimensions significantly enhance impulsive purchase intention. Interaction-related attributes strengthen affective trust, while credibility-related attributes reinforce cognitive trust. These results provide insights into trust-driven impulsive buying and its implications for sustainable consumer engagement in livestream commerce.
Downloads
Published
How to Cite
Issue
Section
License
I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.
I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.
Licença Creative Commons Attribution 3.0
