S-O-R Model of Impulsive Purchase in Tiktok Livestream Commerce

Impulsive purchase behavior in livestream commerce has become increasingly prevalent, yet prior research has primarily focused on cognitive and attitudinal factors, leaving the emotional mechanisms and sensory-social stimuli largely unexplored. This study investigates how key characteristics of livestream commerce affect impulsive purchase behavior, with the mediating role of arousal. Data were collected from 212 Gen Z consumers in Ho Chi Minh City using a convenience sampling method, which is suitable for exploratory behavioral studies. Using PLS-SEM based on the Stimulus-Organism-Response model, this study finds that sound, visual, and social influence significantly affect impulsive purchase behavior through arousal. From a managerial perspective, the findings provide actionable insights for livestream platforms and marketers to design more engaging sensory and social cues that effectively arousal consumer emotions and drive impulsive purchase behaviors.