Paper Title
The Role of Live Streamers’ Characteristics in Shaping Impulse Buying Intention on Tiktok Live: The Role of Flow Experience as Mediator and Time Pressure as Moderator

Abstract
With the rapid growth of TikTok and the increasing popularity of its live streaming feature in Vietnam, consumers are spending more time watching and shopping on the platform. Impulse buying behavior has garnered significant attention in recent years. This study examines the role of live-streamers’ characteristics (attractiveness, expertise, interactivity, and entertainment) in shaping viewers’ impulse buying intentions. Leveraging flow experience as a mediator and time pressure as a moderator, this research explores how these factors interact to influence consumer decision-making during TikTok live streams. A quantitative approach was employed, utilizing a structured questionnaire distributed to Vietnamese consumers aged 18-45 who have purchased through TikTok Live. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze the data. The findings indicate that streamers’ attractiveness, expertise, and entertainment significantly enhance flow experience, which in turn influences impulse buying intention. However, interactivity does not affect flow experience. Flow experience mediates the effects of attractiveness, expertise, and entertainment on impulse buying but not that of interactivity. Notably, higher time pressure weakens the relationship between flow experience and impulse buying intention. The study provides important theoretical implications for impulse buying behavior and livestream commerce and practical implications for sellers to develop effective marketing strategies on TikTok Live in Vietnam. Keywords - Flow Experience, Impulse Buying Intension, Livestreamers’ Characteristics, Time Pressure.