Unveiling the influence of live streaming commerce on impulse buying behavior through customer engagement in digital marketing

Abstract

The objective of this study is to measure the mediating effect of customer engagement as well as the impact of the real-time interaction, perceived proximity, and perceived authenticity on impulse buying. To achieve objective of study a survey method was used and data were collected in one point in time. Measurement scales for the research were adopted from the previous study and data were collected through online survey. Further, to analyze the result Structural Equation Modeling technique was applied by using the Smart PLS3. Hypotheses were measured by applying the bootstrapping technique and results show that all hypotheses were accepted. Results indicate that customer engagement significantly mediates the relationship between live streaming commerce and impulse buying. Further, the attributes of live streaming commerce show that real time-interaction, perceived proximity and perceived authenticity are significant predictor of impulse buying. Consumers feel more engaged through live streaming leading to higher purchases. This study highlights the importance of live streaming commerce in Saudi markets and provide actionable insights especially to firms seeking to capitalize on the growing opportunities in the Saudi e-commerce.