IMPACT OF LIVE STREAMING ON IMPULSE BUYING BEHAVIOR IN BANGLADESH

Yıl 2025, Cilt: 8 Sayı: 2, 150 - 171, 02.01.2026

Rokaiya Akter Jemy Md Mohiuddin , Tanvir Ahmed

https://izlik.org/JA62SM89WS

Öz

This study investigates impulsive purchasing in the rapidly growing live streaming commerce sector of Bangladesh. Motivated by the rising popularity of this trend, the study employs a comprehensive literature review to identify factors influencing consumer behavior, such as streaming proficiency, engagement, word-of-mouth, time limitations, product utility, and pricing. The S-O-R paradigm identifies perceived trust and perceived utility as cognitive and emotional states. The empirical study, employing 285 valid questionnaires, utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The results show how important streamer knowledge, involvement, positive endorsements, product usefulness, and pricing are for building consumer trust and perceived value. Price promotions and customer engagement are key factors that affect people who make impulsive purchases. The study shows that there is a positive link between perceived trust, perceived value, and impulsive buying behavior. Suggestions include using streaming expertise, improving interaction, and changing pricing strategies to fit the budget of the target group. The research demonstrates that Facebook is the preferred platform for live broadcasting in Bangladesh. Limitations include demographic bias and a fixed viewpoint on consumer behavior, underscoring the need for diverse sampling, methodological improvements, and longitudinal studies in future research.

Anahtar Kelimeler

Live streaming , Impulse buying behavior , Consumer purchasing decisions , Online shopping trends , E-commerce platforms , Digital consumer behavior , Bangladesh.

Bangladeş’te Canlı Yayınların Dürtüsel Satın Alma Davranışı Üzerindeki Etkisi

https://izlik.org/JA62SM89WS

Öz

Bu çalışma, Bangladeş’te hızla büyüyen canlı yayın ticareti sektöründe dürtüsel satın alma davranışını araştırmaktadır. Bu trendin artan popülaritesinden hareketle, çalışma tüketici davranışını etkileyen faktörleri belirlemek için kapsamlı bir literatür taraması yapmaktadır. Bu faktörler arasında yayıncı yeterliliği, etkileşim, ağızdan ağıza iletişim, zaman kısıtlamaları, ürün faydası ve fiyatlandırma yer almaktadır. S-O-R paradigması, algılanan güven ve algılanan faydayı bilişsel ve duygusal durumlar olarak tanımlamaktadır.

285 geçerli anketin kullanıldığı ampirik çalışma, veri analizinde Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi’ni (PLS-SEM) uygulamaktadır. Sonuçlar, yayıncı bilgisi, katılım, olumlu tavsiyeler, ürün faydası ve fiyatlandırmanın tüketici güveni ve algılanan değeri oluşturmada ne kadar önemli olduğunu göstermektedir. Fiyat promosyonları ve müşteri etkileşimi, dürtüsel satın alma davranışını etkileyen kilit faktörlerdir.

Çalışma, algılanan güven, algılanan değer ve dürtüsel satın alma davranışı arasında pozitif bir ilişki olduğunu ortaya koymaktadır. Öneriler arasında yayıncılık uzmanlığının artırılması, etkileşimin güçlendirilmesi ve hedef grubun bütçesine uygun fiyatlandırma stratejilerinin düzenlenmesi yer almaktadır. Araştırma, Bangladeş’te canlı yayınlar için en çok tercih edilen platformun Facebook olduğunu göstermektedir.

Sınırlılıklar arasında demografik yanlılık ve tüketici davranışına ilişkin sabit bir bakış açısı yer almakta olup, gelecekteki araştırmalarda daha çeşitli örneklem, metodolojik iyileştirmeler ve uzun dönemli çalışmaların gerekliliği vurgulanmaktadır.

Anahtar Kelimeler

Anahtar Kelimeler: Canlı yayın , Dürtüsel satın alma davranışı , Tüketici satın alma kararları , Çevrim içi alışveriş eğilimleri , E-ticaret platformları , Dijital tüketici davranışı , Bangladeş.

Kaynakça

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