Pakistan Journal of Commerce and Social Sciences | 2026
Authors: De D.H.; Khoa B.T.
DOI: 10.64534/Commer.2026.667
Journal: Pakistan Journal of Commerce and Social Sciences
Year: 2026
Publisher: Johar Education Society Pakistan
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience. This study examined the effect of environmental factors like perceived scarcity, perceived discount, time pressure, social pressure and celebrity endorsement on the emotional arousal of online consumers, which further affects their impulse buying. Additionally, the study shed light on the role of two emerging consumer behavioral variables, namely the frequency of watching live streaming videos and live streaming shopping experience. Based on a survey conducted from an online panel of 575 consumers, partial least squares structural equation modeling (PLS-SEM) was used for empirical verification. The results confirmed that the frequency of watching live streaming videos and live streaming shopping experience are significant moderators that decrease the influence of emotional arousal on impulse buying in a statistically significant manner. These results indicated the mediating role of emotional arousal towards the relationship between environmental factors and impulse buying, however consumers having a higher live streaming shopping experience and greater exposure to live streaming videos tend to be more rational, capable of learning and thereby refraining from their impulsive buying behavior. This contributes to a better understanding of how consumers learn to restrain their impulse buying in the era of e-commerce live streaming and sheds new light in the existing theories regarding online consumer behaviors in the livestream commerce context. © 2026, Johar Education Society Pakistan. All rights reserved.
celebrity endorsement; e-commerce; emotional arousal; Impulsive buying; livestream shopping experience; livestream viewing frequency; social influence