MEDIATING AND MODERATING MECHANISMS OF IMPULSIVE BUYING IN DIGITAL RETAIL: THE ROLE OF REAL TIME PURCHASING, PRICE PERCEPTION, SERVICE PERFORMANCE AND JUDGEMENTAL MOTIVES
DOI:
https://doi.org/10.55955/440005Keywords:
Service Performance, Price Perception, Judgmental Motives, Live streaming stimuli, Impulsive Buying, PLS-SEM, Demographic Moderation, Digital Retailing, Live Streaming Commerce, Consumer BehaviorAbstract
Through the era of live-stream and digital retailing, impulse purchasing has become a fundamental behavioral trend which not only affect sales performance but consumer loyalty at large. This research inspects the roles played by Price Perception (PP), Service Performance (SP), and Judgmental Motivators (JM) in influencing Live Streaming Stimuli (LS) and, afterward, how Live Streaming Stimuli (LS) acts as a mediator for their combined impact on Impulsive Buying (IB). In this research, the moderating effects of Gender, Age, Income, and Shopping Frequency on the LS–IB relationship also investigated. By implementing Partial Least Squares Structural Equation Modelling (PLS-SEM) to a consumers’ sample of 457 respondents in urban areas, the working model captures 72.8% variance in Live Streaming Stimuli (LS) and 35.3% variance in Impulsive Buying (IB). The overall findings present Live Streaming Stimuli (LS) as a key psychological mechanism converting price and service experiences into spontaneous behaviors among male and higher-income consumers. The research findings encompass impulse buying theory by incorporating experiential, affective, and demographic views into one coherent framework, providing practical implications for digital retail marketing strategies.
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