The Impulsive Buying in Southeast Asian E-commerce Platforms: A Comparative Analysis Focused on Consumers’ Construal Levels

Abstract

This study investigates the key factors and decision-making processes influencing impulse buying behaviour among Southeast Asian consumers, focusing on digital consumption patterns, sociocultural influences, psychological drivers and technological enablers. Data were collected from 279 adult consumers in Malaysia with active e-commerce experience. Structural equation modelling (SEM) and multi-group analysis were employed to test hypothesized relationships and moderating effects. Results indicate that among price deals, voucher incentives and livestream promotions, price deals exerted the strongest influence on conformity, followed by livestreaming and vouchers; conformity, in turn, significantly affected impulsive buying. Multi-group analysis further revealed that high-construal consumers responded more to livestream promotions, whereas low-construal consumers were more price-sensitive. The findings advance the theoretical understanding of online consumer behaviour through the application of construal level theory and highlight livestream commerce as a strategic tool for enhancing consumer engagement and purchase intention in the Southeast Asian e-commerce market.