Identifying key streamer characteristics affecting customers’ impulsive purchase behaviors: SOR model approach

The rapid growth of livestreaming platforms has significantly influenced consumer behavior in the digital era, prompting scholars to examine the relationship between streamers and viewers. This study aims to identify the impact of streamer characteristics on customers’ impulsive purchase behavior. Guided by the Stimulus-Organism-Response (S-O-R) framework, the study focuses on two key attributes of streamers–appearance and competence–and their effects on perceived value and subsequent impulsive purchase behavior. Data was collected from 348 shoppers of livestreaming platforms in Vietnam using a simple random sampling method supported by virtual snowball sampling. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. The findings provide empirical insights into how streamer characteristics shape the overall value perceived by audiences, including the perceived hedonic and utilitarian values. The research results also affirmed the substantial impact of PV on encouraging customers to make impulsive purchase behavior.