Exploring Generation Z impulsive buying behaviour in live-streaming e-commerce: Evidence from Selangor

This chapter studies the factors that influence impulsive buying behaviour among Generation Z consumers in Selangor in the growing area of live-streaming e-commerce. Based on Stern’s Impulsive Buying Theory, the study examines how trust, streamer expertise, visual merchandising and sales promotion encourage consumers to make sudden and unplanned purchases. Data were collected from 210 Gen Z respondents who had experience buying through live-stream platforms. The findings show that visual merchandising is the strongest factor, followed by sales promotion, expertise and trust. This means clear product display, attractive discounts and knowledgeable streamers can easily affect Gen Z buying decisions. The results also indicate that many Gen Z consumers buy based on emotion during live-stream sessions. Overall, this chapter highlights how entertainment, interaction and digital technology combine to create a shopping environment that increases impulsive buying. The study also provides useful insights for businesses, consumers and policymakers in understanding this trend.

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