Abstract
This study examines the effects of real-time interaction (RTI) and scarcity pressure (SC) on impulse buying intention (IBI) among Generation Z consumers on Facebook Live in Vietnam, while investigating the mediating role of positive affect (PA). Data were collected from 466 valid respondents through a questionnaire survey and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.0. The results indicate that scarcity pressure has the strongest direct effect on impulse buying intention, while positive affect also exerts a significant direct effect. Real-time interaction has no significant direct effect on impulse buying intention but generates significant indirect effects through positive effect and scarcity pressure. The model explains 55.9% of the variance in impulse buying intention and demonstrates good predictive relevance. The mediation analysis further indicates that positive affect fully mediates the relationship between real-time interaction and impulse buying intention and partially mediates the relationship between scarcity pressure and impulse buying intention. The findings contribute to a better understanding of the mechanisms linking real-time interaction, scarcity pressure, positive affect, and impulse buying intention in the livestream context and provide managerial implications for businesses targeting Generation Z consumers in Vietnam.
Keywords: Real-time interaction, scarcity pressure, positive affect, impulse buying intention, Generation Z.
JEL classification: D91, M31, M37, L81, J11.
DOI: 10.63767/TCKT.38.2026.156.168
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
