Conceptualizing Online Impulse Buying of Celebrity-Owned Brands on Live Streaming Commerce

Celebrity-owned brands have quickly become popular, but whether consumers are triggered to purchase their brands online is questionable. Meanwhile, traditional marketing methods are no longer able to meet the consumer’s shopping needs and styles of these consumers. Subsequently, live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this new era due to its effectiveness. This paper explores the concept of online impulse buying. A comprehensive review and analysis of the literature suggest some unresolved issues regarding the state of knowledge on online impulse buying. In addition, the current conceptualizations of online impulse buying behaviour are still lacking in capturing this behaviour on the internet. Hence, this paper intends to review past literature and develop a conceptual framework based on Stimulus Response Theory (SR theory) that will identify and understand the factors leading to online impulse buying in live streaming commerce on celebrity-owned brands context. Therefore, we propose a broadened conceptualization to resolve those issues and accurately capture impulse buying that occurs physically in retail stores and on the Internet. The results of our exploratory study are consistent with our conceptualization and present a robust platform for future research.