IMPACT OF LIVE STREAMING ON IMPULSE BUYING BEHAVIOR IN BANGLADESH

Authors : Rokaiya Akter Jemy, Md Mohiuddin, Tanvir Ahmed

Pages : 150-171

Doi:10.46238/jobda.1812568

View : 55 | Download : 232

Publication Date : 2026-01-02

Article Type : Research Paper

Abstract :This study investigates impulsive purchasing in the rapidly growing live streaming commerce sector of Bangladesh. Motivated by the rising popularity of this trend, the study employs a comprehensive literature review to identify factors influencing consumer behavior, such as streaming proficiency, engagement, word-of-mouth, time limitations, product utility, and pricing. The S-O-R paradigm identifies perceived trust and perceived utility as cognitive and emotional states. The empirical study, employing 285 valid questionnaires, utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The results show how important streamer knowledge, involvement, positive endorsements, product usefulness, and pricing are for building consumer trust and perceived value. Price promotions and customer engagement are key factors that affect people who make impulsive purchases. The study shows that there is a positive link between perceived trust, perceived value, and impulsive buying behavior. Suggestions include using streaming expertise, improving interaction, and changing pricing strategies to fit the budget of the target group. The research demonstrates that Facebook is the preferred platform for live broadcasting in Bangladesh. Limitations include demographic bias and a fixed viewpoint on consumer behavior, underscoring the need for diverse sampling, methodological improvements, and longitudinal studies in future research.
Keywords : Anahtar Kelimeler: Canlı yayın, Dürtüsel satın alma davranışı, Tüketici satın alma kararları, Çevrim içi alışveriş eğilimleri, E-ticaret platformları, Dijital tüketici davranışı, Bangladeş.

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