Using theory of interpersonal behavior to consumers' online impulse buying behavior in social commerce live-streaming: perceived price's moderating role

Social commerce live-streaming (SCL) has become increasingly popular due to its unique functionalities, including endorsing meticulously selected products via live demonstrations, promptly responding to customer inquiries, and offering personalized purchasing experiences at any time and location. This study utilizes the theory of interpersonal behavior to examine consumers' online urge to buy impulsively (OUBI) and online impulse buying behavior (OIBB) in the context of SCL. Furthermore, this research also investigates how the moderating role of perceived price affects the link between OUBI and OIBB. The proposed model was validated through partial least-squares analysis, utilizing data gathered from 295 respondents with prior experience watching live streams in Vietnam, collected via Google Forms. The results indicate that attitude, social factors, affect, interactivity, and promotion time limits positively influenced OUBI, with promotion time limits having the most substantial positive impact. In addition, the findings showed that OUBI significantly and favorably influenced OIBB. Moreover, the results identified perceived price as a negative moderating factor in the relationship between OUBI and OIBB. c.