[Research Contribution] Impulse Buying Behavior in Live-Streaming Commerce: The Roles of Interface Design, Interaction Quality, and Customer Engagement
30 December, 2025
Keywords: Interaction Quality, Customer Engagement, Impulse Buying Behavior, Promotion Addiction, Interface Design, Live-Streaming Commerce
As live-streaming commerce continues to boom in Vietnam, impulse buying behavior has become increasingly common, driven by high levels of interaction and real-time shopping experiences. However, the roles of interface design and interaction quality in fostering customer engagement and stimulating this behavior remain underexplored, especially in price-sensitive markets like the Mekong Delta. Motivated by this context, a research team from UEH Mekong, University of Economics Ho Chi Minh City (UEH), conducted a study to assess the impact of interface design and interaction quality on impulse buying in a live-streaming environment. The study examines the mediating role of customer engagement and the moderating effect of promotion addiction, based on the Stimulus-Organism-Response (S-O-R) framework.
Research Context
Live-Streaming Commerce (LSC) is emerging as a mainstream marketing channel and is growing rapidly across nations, particularly in Asia. In Vietnam, major e-commerce platforms such as Shopee (with a 67.9% market share), TikTok (23.2%), and Lazada (7.6%) have heavily promoted live-stream selling to enhance the shopping experience and stimulate consumer behavior.
In this context, impulse buying behavior in LSC has garnered significant research interest. However, previous studies have primarily focused on human factors, such as the attractiveness or expertise of the streamer, while the role of interface design—a factor that shapes perception, supports real-time interaction, and enhances customer engagement—remains unclear. Furthermore, the impact of promotion addiction on impulse buying lacks empirical evidence in developing markets like Vietnam, especially in price-sensitive regions such as the Mekong Delta.
Addressing this gap, the study by UEH authors applies the S-O-R (Stimulus-Organism-Response) framework to analyze how interface design and interaction quality in live streams affect customer engagement, thereby driving impulse buying behavior. It also tests the moderating role of promotion addiction. Through this, the research contributes to the theoretical foundation and proposes relevant managerial implications for businesses operating in price-sensitive markets like the Mekong Delta.
Research Findings
The analysis reveals that both interface design and interaction quality have a positive impact on impulse buying behavior, with customer engagement playing a key mediating role. Although the influence of interface design was found to be lower than that of the streamer’s interaction quality, this finding still broadens our understanding of the interface’s role in shaping consumer behavior in LSC.
The study also reaffirms the importance of customer engagement—including behavioral, cognitive, emotional, and social dimensions—as a central mechanism driving impulse buying. Notably, unlike many studies in developed countries, the relationship between customer engagement and impulse buying in this research context was not moderated by promotion addiction.
This result reflects the unique consumer characteristics of the Mekong Delta region, where consumers tend to prioritize practicality and use-value over the immediate emotional gratification from promotions. Additionally, the high frequency of promotions may diminish the scarcity effect and its ability to stimulate impulse buying. This finding suggests new research directions on regional differences and the relative effectiveness of promotional strategies in LSC.
Managerial Implications
Based on these findings, the research team proposes several practical implications to help businesses optimize their interfaces and enhance interaction quality in live-streaming commerce, thereby promoting impulse buying behavior:
First, optimize the live-stream interface design. Businesses should create a clear layout, avoid overlapping functional buttons, and enhance the use of emoticons and pop-up windows that provide product information synchronized with the streamer’s presentation. The interface should also be personalized to match the seller’s style or the theme of each live stream, incorporating surprise elements like mini-games or lucky spins to increase interaction and enhance the experience.
Second, enhance the capabilities of the live-streamer. Businesses should invest in regular training on communication, presentation, storytelling, emotional management, and customer feedback handling. Concurrently, equipping streamers with in-depth product knowledge helps them provide persuasive responses and build trust. For KOLs/KOCs, businesses should select and evaluate them based on their product understanding, interaction skills, and alignment with the brand’s culture and image.
Third, develop personalized promotion strategies. In-stream promotions should be exclusive, available only during the live session to create a sense of scarcity. Businesses can use behavioral data analytics to design offers tailored to different customer segments, while also linking promotions to interactive experiences and community elements to increase their viral potential.
Therefore, this research contributes to the theoretical foundation of impulse buying behavior in the digital commerce context, while also offering clear practical value for businesses. By clarifying the roles of interface design, interaction quality, and customer engagement within the S-O-R framework, the study shows that the success of Live-Streaming Commerce (LSC) lies not just in selling, but in the ability to create an emotional experience for consumers. This provides an important foundation for businesses and managers to shape sustainable development strategies for live-streaming commerce in Vietnam.
Read the full research paper: Impulse Buying Behavior in Live-Streaming Commerce: The Roles of Interface Design, Interaction Quality, and Customer Engagement HERE
Authors: MA. Vo Thanh Truc, Dr. Truong Thi Hoang Oanh, Dr. Cao Quoc Viet, MA. Nguyen Trung Tien – University of Economics Ho Chi Minh City (UEH)
This article is part of the series spreading research and applied knowledge with the message “For a More Sustainable Mekong,” under the “Research Contribution For All” program implemented by UEH. UEH cordially invites readers to look forward to the next UEH Research Insights tiếp theo.
News, photos: Authors, UEH Mekong Department of Admissions and Communications, UEH Department of Communications and Partnerships
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