Live streaming has revolutionized retail by becoming a highly profitable e-commerce concept, particularly during the COVID - 19 pandemic. Meanwhile, research on it is still in its early stages, especially in Vietnam where live streaming has only been around for a few years. This study investigates Vietnamese consumers' impulsive purchasing behavior in the live streaming environment. Based on the concept of stimulus-organism-response theory, this research developed an impulse buying model for e-commerce live streaming situations. The objective is to identify the components that affect impulse buying behavior in a live streaming environment and to determine how these elements interact. The study used SEM to analyze 398 anonymous online survey responses. The findings indicate that environmental stimuli (streamer credibility, interactivity, and scarcity strategy) influence consumer perceptions (customer arousal and perceived risk), which in turn drive impulsive purchasing behavior associated with live streaming commerce. Customer arousal and perceived risk play a crucial mediating role in this research model. Furthermore, this study discovered that customer arousal affects impulse buying indirectly through perceived risk. These findings can help sellers improve their profitability.

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