Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type

Live-streaming is increasingly becoming a popular e-commerce business model. Although impulse buying is a traditionally common consumption phenomenon, there is little discussion on the underlying mechanism of impulse buying behavior from the perspective of consumer protection. Therefore, this study follows the stimulus organism response framework to explore how short video live streaming influences consumers' impulse purchases. We analyzed questionnaire data from 411 short video live-streaming consumers using partial least squares structural equation modeling. The findings suggest that anchor characteristics, time pressure, and live-streaming activity can induce impulsive purchases by stimulating consumer vulnerability. Additionally, the study validated the moderating effect of product type. The findings of this study enrich the research of consumer impulse purchase behavior in the context of short video live streaming from the perspective of consumer vulnerability and product type.