Live Commerce, Content Quality, and Discount Framing on Impulsive Buying and Purchase Intention among Shopee Consumers: A Comparison of Generation Z and Millennials

Abstract

This study aims to analyse the comparative influence of live commerce, content quality, and discount framing on impulsive buying and purchase intention among Shopee e-commerce consumers between Generation Z and Millennials. This study employed a mixed-method approach with a sequential explanatory design by combining qualitative data obtained through semi-structured interviews and quantitative data collected through online questionnaires distributed to 155 active Shopee users. Data were analysed using Structural Equation Modelling–Partial Least Square (SEM-PLS) and Multi-Group Analysis (MGA). The findings indicate that live commerce and content quality have a positive and significant effect on impulsive buying, while discount framing does not show a significant effect. In addition, live commerce, content quality, and impulsive buying significantly influence purchase intention. The mediation analysis reveals that impulsive buying mediates the effect of live commerce on purchase intention, but does not mediate the effects of content quality and discount framing. The comparative analysis between generations shows that Generation Z is more responsive to content quality in shaping purchase intention, whereas Millennials demonstrate a stronger relationship between impulsive buying and purchase intention and are more responsive to live commerce. This study highlights the importance of adapting digital marketing strategies based on generational characteristics to improve marketing effectiveness on e-commerce platforms.