Understanding Online Impulsive Buying in Indonesian Live Streaming E-Commerce: The Role of Price Discount
Keywords:
online impulsive buying, price discount, live streaming, e-commerce, social commerce, IndonesiaAbstract
The rapid growth of live streaming e-commerce has intensified online impulsive buying behavior, particularly in emerging digital markets such as Indonesia. Among various promotional tools, price discounts have become a dominant stimulus shaping consumers’ spontaneous purchase decisions within highly interactive and emotionally engaging online environments. This study aims to conceptually synthesize existing literature to explain how price discounts influence online impulsive buying behavior in live streaming commerce. Adopting a qualitative conceptual literature review design, this study analyzes 35 peer-reviewed journal articles published between 2000 and 2024 and retrieved from Scopus, Web of Science, ScienceDirect, Emerald Insight, and Google Scholar. The selected studies were examined using thematic content analysis to identify recurring theoretical patterns, psychological mechanisms, and behavioral outcomes. The findings reveal four dominant mechanisms through which price discounts stimulate impulsive buying in live streaming contexts: enhanced perceived value, emotional arousal, perceived scarcity and time pressure, and social influence embedded in real-time interactions. These mechanisms collectively reduce cognitive deliberation and self-control, thereby accelerating impulsive purchase decisions. This study contributes to the literature by integrating promotional pricing theory with the Stimulus–Organism–Response framework and social commerce perspectives, offering a cohesive conceptual explanation of impulsive buying in live streaming e-commerce. Practically, the findings provide insights for marketers and platform managers to design effective yet responsible promotional strategies, while also informing policymakers about the ethical implications of discount-driven impulsive consumption in digital marketplaces.
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