THE IMPACT OF DIGITAL INFLUENCERS’ CHARACTERISTICS ON CONSUMERS’ ONLINE IMPULSIVE BUYING BEHAVIOUR IN FASHION LIVE STREAMING COMMERCE: A CASE OF TIKTOK SHOP IN VIETNAM

Abstract

Live commerce has emerged as an important marketing channel for fashion brands seeking to enhance competitiveness and stimulate online sales. In this context, digital influencers acting as livestream streamers play a pivotal role in shaping consumers’ purchasing decisions. This study examines the effects of digital influencers’ characteristics on Vietnamese consumers’ impulsive buying behaviour in fashion live-streaming commerce on TikTok Shop, with particular attention to gender-based differences in consumer responses. Data were collected through an online survey of 219 Vietnamese consumers aged 16 and above who had prior experience purchasing fashion products via TikTok live-streaming. The data were analysed using quantitative statistical techniques. The results indicate that influencer similarity and physical attractiveness (charm) exert a significant positive influence on impulsive purchasing behaviour, whereas trustworthiness, expertise, entertainment attractiveness, and parasocial interaction do not demonstrate significant effects in this context. Furthermore, notable gender differences are observed, with male consumers showing stronger responsiveness to influencer characteristics than female consumers during fashion livestreams on TikTok. These findings offer practical implications for fashion brands and marketers in designing more effective, gender-sensitive influencer marketing strategies to enhance consumer engagement and optimize sales performance in live commerce. Article visualizations: