Mitigating impulsive consumption on livestream platforms: An investigation in Ho Chi Minh City

Abstract

<p>The relationship between the Diderot effect and impulsive consumption is increasingly being driven, particularly among young people, on live-streaming platforms. Live streaming has become the ideal medium for the Diderot effect to manifest. This phenomenon is fueled by various factors, including sociopsychological elements, marketing strategies, and the interactive nature of live streaming. As a result, viewers, especially the youth, are easily drawn into a shopping spree. To elucidate the mechanism of this effect within the e-commerce context of Ho Chi Minh City, this study was conducted with 18 in-depth interviews and 06 direct observations in Ho Chi Minh City to examine consumers’ responses to live streaming and compare these responses, providing a novel perspective on live streaming. Consequently, the study proposes effective solutions to curb impulsive consumption on live-streaming platforms.</p>