1/ What are the research objectives and research questions of the thesis?

 Research objectives:
Firstly, this paper investigates factors impact on consumer impulsive buying behavior
on livestream.
Secondly, to identify the interaction between these factors with consumer impulsive
buying behavior.
It also provides valuable implications for retailers and managers to induce
consumers’ impulsive buying behavior in livestream.
 Research questions:
This paper aims to answer the following questions:
(1) What are factors impact on consumer impulsive buying behavior on livestream?
(2) How are those factors impact on consumer impulsive buying behavior on
livestream?
2/ The main content of the Literature Review? How do the author develop the
hypotheses?
- The main content of the Literature Review: This chapter introduce related
concepts and theories of impulsive buying. Also, literature reviews of previous research
about this topic points out research gap which solved in this study. This chapter introduce
hypotheses and proposed research model.
- How the author develop the hypotheses: In this study, in order to investigate
consumers’ impulsive buying behavior (IBB) in the context of livestream, the author
modified and combined the elements from previous research (table 2.2 below) which
showed inconsistency in research findings of relationships in proposed model research.
The author also applies the S-O-R framework (stimulus-organism-response paradigm).
Particularly, portability, visual appeal and streamer characteristic are the
environmental stimuli in livestream and analyze how they effect on perceived utilitarian
values (PUV) and perceived hedonic values (PHV) of consumers in livestream. Also,
author examine how PUV and PHV facilitate consumers’ urge to buy impulsively which
directly impact on consumers’ impulsive buying behavior.
 Both Yang et al., (2021) and Zheng et al., (2019) recognized the importance of
portability to consumers’ perceived utilitarian value. Yang et al., (2021) supported that
significant direct effect of portability on consumers’ perceived utilitarian value with the
result of beta weight at 0.396, p<001. However, Zheng et al., (2019) posited that the beta
weight at 0.483. Based on the inconsistent in beta weight, it should be assumed that:

H1a. Portability positively influences the consumers’ perceived utilitarian value.

The PHV of customers can potentially be influenced by portable mobile gadgets. The
contact time between consumers and e-commerce suppliers is increased because there are
no longer the geographical and time constraints of traditional commerce.

H1b. Portability positively influences the consumers’ perceived hedonic value.

Internal and external influencing factors have been separated into two categories in
traditional impulsive buying studies.

Consumer-related internal variables, such as impulsive buying tendency and pre-

purchase mood, have received the most research. As for external factors, environmental
factors, such as window displays and in-store design are widely studied.

Internal factors are unaffected in the context of the internet. External elements,
however, are distinct from those of offline, primarily because impulsive online
purchasing occurs when a user interacts with the website. In other words, websites serve
as a middleman between customers and goods.

Therefore, website-related characteristics, such as IT-facilitated website

characteristics and media format, have been identified by online impulsive purchase
researchers as the key external environmental determinants.

According to Liu et al., (2013) visual appeal is crucial cues of online impulsive
buying. The first impressions that consumers get of e-commerce are mostly based on
visual appeal. Consumers frequently judge the visual appeal of a product or service
before judging other aspects of an e-commerce activity. In particular, the visual appeal of
e-commerce facilitates consumers' efficient search, browsing, and evaluation of the goods
they need and want, which improves the efficiency of their buying process.

H2a. Visual appeal positively influences the consumers’ perceived utilitarian value.

According to Wang et al (2011), in order for customers to enjoy their online buying
experience, website designers must focus on creating attractive websites. Customers may
determine whether to continue shopping in such a situation based solely on appearance.
In particular, a user-friendly interface on an e-commerce website would enable users to
feel enjoyment, which will motivate them to learn more about e-commerce.

Previous studies have confirmed the effect of visual attractiveness on consumers'

perceptions of hedonic value. Therefore, it is possible to test how visual appeal influence
the consumers’ perceived hedonic value.

H2b. Visual appeal positively influences the consumers’ perceived hedonic value.

An essential front in live commerce is a streamer. The live streamer, acting as the
content creator of the streaming platform, is capable of uploading real-time video and
audio to satisfy the diversified needs of users. Streamers aid businesses in promoting their
goods, providing information about them, and enhancing their reputation. Streamers
increase consumer demand by educating people about products. Based on the streamers’
personality traits, enthusiasm improves the shopping experience for customers, shapes
their attitudes, and strengthens the brands they promote.

All of this serves to enhance the perceived worth of a product and direct customers
toward impulsive purchases. Streamers have a positive impact on consumers’ perceived
utilitarian value and hedonic value with beta weight at 0.18 and 0.27 respectively. This
was lower than the result of Li et al., (2022) which indicated a beta weight value at 0.564
and 0.324 respectively. Based on this, the following hypotheses are proposed:

H3a. Streamer characteristic positively influences the consumers’ perceived

utilitarian value.
 H3b. Streamer characteristic positively influences the consumers’ perceived hedonic
value.

Ning Shen & Khalifa, (2012) showed that customer buying behavior is determined by
the website's functionality and the increased online transaction efficiency. Previous
research suggested that consumers explore for more products on a website when it is
easier to shop there and when it runs well, increasing their chance of being exposed to
stimuli and triggering their urge to IBB. Author proposes that people frequently have
urge to impulsive purchases when they recognize the utility of livestream. Numerous
research show how PUV improves customers urge to IBB.

These findings are inconsistent with Zheng et al., (2019) and Yang et al., (2021) who
found out that PUV insignificantly impacts consumers’ urge to buy impulsively. The
empirical results are conflicting about relationship between PUV and consumers’
impulsive buying behavior. Therefore, it could be necessary to investigate this
hypothesis:

H4. Consumers’ perceived utilitarian value positively influences consumers’

impulsive buying behavior.

According to Kukar-Kinney & Close (2010), PHV is a crucial antecedent of customer

purchasing behavior. The findings of earlier studies demonstrated that customers who
experience pleasure and emotion while utilizing a website are more likely to make
impulsive purchases.

Yang et al., (2021) pointed out that consumers’ perceived hedonic value positively
influences the consumers’ impulsive buying behavior (beta weight art 0.283, p < 0.01). A
previous study by Zheng et al., (2019) recognized a higher coefficient path value (0.674)
of consumers’ perceived hedonic value on impulsive buying behavior.

We therefore propose that when consumers sense hedonic value in livestream, they
are more likely to make impulsive purchase.
 H5. Consumers’ perceived hedonic value positively influences the consumers’
impulsive buying behavior.

According to Eagly and Chaiken (1993), a positive attitude can only support behavior
to the extent that significant others agree with it. This assertion makes the case that social
influence has a considerable moderating effect on the relationship between consumer
perceive and behavior. Therefore, when close friends or family members engage in the
behavior or recommend that they do so, the impact of consumer perceived value on urge
to IBB will be stronger.

At the same time, Alzubaidi et al., (2021) claimed that social influence had direct
impact on consumers’ behaviors. However, Yang et al., (2021) pointed out that
interpersonal influence insignificantly moderates the correlation between PUV and
impulsive buying behavior. The empirical results were varied. It was suggested that
future research should study if interpersonal influence moderate effect on relationship
between perceived value and behavior. Hence, there is a need to test this relationship.

H6a. Interpersonal influence positively moderates the relationship between PUV and
impulsive buying behavior.

Yang et al., (2021) pointed out that interpersonal influence significantly and
positively moderates the correlation between PHV and urge to buy impulsively 30
(coefficient of 0.200; p < 0.05). At the same time, Alzubaidi et al., (2021) still focus on
direct impact of social influence on consumers behavior.

H6b. Interpersonal influence positively moderates the relationship between PHV and
impulsive buying behavior.
3/ What is the research model?
4/What are the findings (research results)?

- Hypotheses testing:

The results show that environmental stimuli (portability, visual appeal, streamer
characteristic) significantly influence consumer perceived values (perceived utilitarian
value and perceived hedonic value), and then consumer perceived values significantly
and directly impacts their IBB. In addition, the result indicated that interpersonal
influence had no significant moderate effect of PHV and PUV on IBB. Discussions,
limitations, and implications are also presented in the paper. The findings provide
valuable guidance for livestream commerce retailers to induce consumer IBB.

As can be seen in table 4.8 below, all the direct effect in research model were
supported. PB, VA, SC had positive impact on PHV and PUV at significant level of
0.1%. Therefore, H1a, H1b, H2a, H2b, H3a, H3b were all strongly supported.
Particularly, PB significantly affect PUV and PHV with path coefficients are 0.197 and
0.222 respectively. VA significantly affect PUV and PHV with path coefficients are
0.301 and 0.399 respectively. SC significantly affect PUV and PHV with path
coefficients are 0.354 and 0.274 respectively. Then, PUV and PHV positively affect IBB
with path coefficients 0.246 and 0.209 at the significant level of 1%. Therefore, H4 and
H5 were supported.

Besides, the results shown that II did not moderate relationship between PUV and
PHV on IBB when significant value higher than threshold. Therefore, H6a and H6b were
rejected.
 - Discussion:

This study was conducted to fill gaps in previous research, the author investigated the
direct and indirect effects of internal and external stimuli on customers’ impulse buying
behavior in livestream context. It explored the mechanism driving consumer IBB in
livestream commerce, drawing on the S-O-R framework and consumer perceived value.
The author adopted portability, visual appeal, and streamer characteristics as important
environmental stimuli that influence customer decisions to choose livestream commerce.
The S-O-R approach contends that stimuli will probably result consumers to particular
behaviors through inducing their perceptions (cognitive and affective). In particular,
livestream commerce's portability and visual appeal streamer characteristics have a
significant impact on consumer perceived value (PUV and PHV), then PHV and PUV has
a significant impact on consumers' impulsive purchase behavior. Particularly, portability
and visual appeal positively effect on PHV and PUV, which is consistent with Yang et
al., (2021). However, this results is inconsistent with Zheng et al., (2019) who indicated
that portability had insignificant impact on PHV.
 Furthermore, the result of how PUV influences consumer IBB still varied. In this
study, I confirm the significantly positive effect of PUV on IBB with path coefficient of
0.266 at significant value <0.05. This results supported by (Kalla and Arora, 2011) and it
is inconsistent with Zheng et al., (2019) in which claimed that PUV had no significant
effect on IBB.

Besides, this results reveal that interpersonal influence did not moderate effect of
PUV on IBB which is corresponding to previous study of Yang et al., (2021) and
Alzubaidi, Slade and Dwivedi, (2021). However, according to Yang et al., (2021), their
study indicated that interpersonal influence moderate effect of PHV on IBB with path
coefficient at 0.200.

Furthermore, some studies (Coley and Burgess, 2003; Cheng et al., 2013; Santini et
al., 2019) show that women's higher emotionality than men's enhances their impulsive
purchases which is inconsistent with this study results, the author indicated that gender
had no control effect on IBB when P value higher than 0.1. This result indicated that
there is no different in IBB whether they are male or female.