TRUST-DRIVEN IMPULSIVE BUYING IN LIVESTREAM COMMERCE: SUSTAINABILITY IMPLICATIONS

Livestream shopping has become a dominant digital commerce format driven by real-time interaction and consumer engagement. Impulsive buying plays a key role in sustaining participation and platform development. Grounded in the Stimulus - Organism - Response (SOR) framework, this study examines how streamer attributes influence impulsive purchase intention through affective and cognitive trust. Survey data from 378 livestream shoppers were analyzed using structural equation modeling. The findings show that both trust dimensions significantly enhance impulsive purchase intention. Interaction-related attributes strengthen affective trust, while credibility-related attributes reinforce cognitive trust. These results provide insights into trust-driven impulsive buying and its implications for sustainable consumer engagement in livestream commerce.