Factors influencing customer behavior in impulse buying of cosmetics on live shopping platforms in Malaysia

Abstract

The COVID-19 pandemic has resulted in the emergence of a livestream purchasing site that facilitates instantaneous purchases. The purpose of this study is to analyze the key determinants that contribute to the impulsive purchasing behavior of cosmetic products on live shopping platforms.  There are four variables namely website quality, sales promotion, customer trust and financial availability are examined. This study used a quantitative research design to determine the relationship between the identified variables. Data collected from 200 respondents was analyzed using descriptive statistics and inferential analysis to establish the correlation. The research findings validate that the quality of a website, sales promotion, customer trust and financial availability exert a substantial impact on customers' impulsive purchasing behavior. The practical implications of the study offer valuable insights into the development of effective strategies for cosmetic businesses to enhance impulse buying behavior among customers on live commerce platforms.