IDEAS home Printed from https://ideas.repec.org/a/pkp/hassle/v13y2025i1p270-284id4094.html
   My bibliography  Save this article

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

Author

Listed:
  • Wong Chee Hoo
  • Shovinee Kumar
  • Suriana Ramli
  • Sudhakar Madhavedi

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.

Suggested Citation

  • Wong Chee Hoo & Shovinee Kumar & Suriana Ramli & Sudhakar Madhavedi, 2025. "Factors influencing customer behavior in impulse buying of cosmetics on live shopping platforms in Malaysia," Humanities and Social Sciences Letters, Conscientia Beam, vol. 13(1), pages 270-284.
    • Handle: RePEc:pkp:hassle:v:13:y:2025:i:1:p:270-284:id:4094
    as

    Download full text from publisher

    File URL: https://archive.conscientiabeam.com/index.php/73/article/view/4094/8457
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pkp:hassle:v:13:y:2025:i:1:p:270-284:id:4094. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dim Michael (email available below). General contact details of provider: https://archive.conscientiabeam.com/index.php/73/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.