Unboxing Gender Differences Toward Impulsive Buying Tendency in Live‐Streaming Shopping.

Impulsive buying behavior plays a crucial role in determining the success of live‐streaming commerce (LSC). Despite the widespread popularity of LSC, there exist two notable gaps. The primary aim of this study is to close the gaps by examining how social environmental stimuli trigger unplanned purchases using the Stimulus‐Organism‐Response (S‐O‐R) model. Additionally, this study explores how gender moderates the relationships among social environmental stimuli, customer engagement, and impulsive buying tendencies in the LSC. The research analyzed data collected from 735 Millennial live‐streaming shoppers, utilizing the partial least squares‐structural equation modeling (PLS‐SEM) method. The obtained findings indicate that streamer interaction quality and streamer credibility significantly affect information quality and customer engagement, ultimately influencing impulsive purchases. Furthermore, the multiple groups analysis suggests distinct roles for both males and females within these relationships. This research contributes to the fields of retailing and customer behavior, providing practical insights for professionals seeking effective strategies to encourage impulsive buying among customers in the LSC environment. [ABSTRACT FROM AUTHOR]