The purpose of this paper is to identify factors that affect impulse buying behavior in live
streaming shopping and their relationship. This research constructed an impulse purchase
model under the e-commerce live streaming situation. The research objectives are: 1. To
study the most recent and relevant research related to impulse buying behavior and the live
commerce industry. 2. To develop a structural research model of factors affecting impulse
buying behavior in the live shopping environment. 3. To collect primary data and test …