The influence of live streaming on consumers’ impulse buying behavior

The rapid development of technology, the expansion of digital environments, and the increasing use of social media have enabled products and services to be introduced through live streaming, creating a new form of consumer-driven commerce. This study examines the factors influencing consumers’ unplanned purchase behavior in the context of live stream shopping. A total of 413 residents of Ulaanbaatar participated in the survey. The findings reveal that two out of the four factors associated with live streaming significantly and positively influence consumers’ unplanned purchases. The results highlight that product usefulness and promotional offers play a critical role in stimulating impulse buying during live stream commerce. Based on these findings, practical recommendations are provided for businesses that currently use or plan to use live streaming as a marketing tool.