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This literature review seeks to consolidate current research regarding the connections among livestreaming, sales promotions, and impulsive purchasing behavior in e-commerce, while pinpointing research deficiencies and examining generational disparities between Gen Y and Gen Z within the Vietnamese market. Although there is an increasing focus on livestreaming and impulsive buying, the Vietnamese landscape is still insufficiently studied, especially regarding generational differences. Recognizing these distinctions is essential for devising effective marketing strategies in Vietnam’s swiftly evolving e-commerce industry. A methodical
literature review was executed utilizing Scopus and Web of Science databases, with research selected through a systematic search approach and a multi-step filtering process. The review employs the Stimulus–Organism–Response (S-O-R) model to integrate and analyze the findings. It reveals that livestream attributes such as real-time engagement, social presence, and cues of scarcity have a considerable impact on impulsive buying behavior, while promotional techniques like flash sales and time-limited offers enhance the sense of urgency. Gen Z consumers show a greater responsiveness to hedonic and social incentives, whereas Gen Y is more swayed by practical value and trust. The results indicate that e-commerce platforms need to implement tailored marketing strategies for both Gen Z and Gen Y. For Gen Z, the focus should be on creating interactive and engaging livestream experiences, while for Gen Y, the marketing should prioritize value, trust, and product dependability. These approaches will enable businesses to effectively cater to each generation in Vietnam’s competitive e-commerce landscape. |
