Impulsive hotel consumption intention in live streaming E-commerce settings: Moderating role of impulsive consumption tendency using two-stage SEM

The research intends to identify the predictors of impulsive hotel consumption behaviour among tourism for live-streaming e-commerce context in Malaysia. The research also examines the moderating relationship of impulsive consumption tendency in the same perspectives. This research developed the customer affecting predictor model of live streaming e-commerce on the basis of the cognitive emotion theory (CET) and Theory of Pleasure-Arousal-Dominance (PAD). In an online cross-sectional research design, the study collected 430 responses selected randomly and analysed applying Structural Equation Modelling (SEM) using AMOS 26. The outcome of the research confirms that live streaming features, representational delight, positive emotion, negative emotion, usage intention, and pleasure, are the factors that influence impulsive hotel consumption significantly except arousal. The study results confirmed impulsive consumption tendency as moderator. The study suggests some implications at the end.