Background: With the rapid development of information technology, social media and e-commerce platforms have become increasingly popular among consumers. Live streaming e-commerce is a new shopping pattern that has emerged in the process of development. With the help of short videos and live broadcast platforms, the popularity of live streaming e-commerce has significantly increased in the Chinese market. Outside of China, this shopping pattern is also gaining traction. However, due to the differences in markets and consumers among different countries, it is also necessary to understand the factors that affect consumers' cognitive perceptions of live streaming e-commerce. Purpose:  This study aims to find differences in consumers' perceptions of live streaming e-commerce between Chinese and Swedish consumers and investigate the factors influencing consumers' perceived attitudes towards live streaming e-commerce. Method:  Quantitative data was collected in the Swedish and Chinese markets through online questionnaires to achieve the research purpose. The researchers used convenience sampling and snowball sampling techniques to ensure that sufficient responses were collected. Aside from demographic sections and filter questions about the user experience of live streaming e-commerce, the remaining seven dimensions of the questionnaire assessed the cognitive perceptions of consumers based on two well-established models: The S-O-R Paradigm and IS success model. Conclusion:  Based on the results of this study, there are differences between online consumers in Sweden and China regarding live streaming e-commerce. Chinese respondents were generally more favorable and consistent in their views regarding user satisfaction, perceived attitudes, and intention to purchase. In contrast, respondents in Sweden considered the qualities of system, information, and service more positively. Additionally, consumers' perceived attitudes toward live streaming e-commerce were most strongly predicted by service quality, followed by system quality. Moreover, there is a favorable correlation between information quality and user satisfaction, which adds to the individual organism linkage's perceived attitude. A positive relationship is also founded between system quality and perceived attitudes. Furthermore, user satisfaction is the determining factor of perceived attitude. Perceived attitude is a more decisive factor than user satisfaction which positively influences the intention to purchase in the consumers' response. The findings of this research provided wide-ranging theoretical and managerial implications and developed possible opportunities for future research.

Background: As businesses started to recognize the potential of live streaming platforms in reaching and engaging with their target audience, live streaming commerce (LSC) started to gain traction and popularity over the past few years. LSC, with its elements of time pressure, price promotion, and interaction, plays a significant role in influencing consumers’ impulsive buying behaviour. The live nature of these streams create a sense of urgency, making viewers feel like they need to act quickly before the opportunity is gone. Price promotions, such as limited-time discounts or exclusive deals, entice viewers to make impulsive purchases to take advantage of the savings. Moreover, the interactive aspect of live streaming allows viewers to ask questions and receive real-time responses, which enhances the overall shopping experience and can further stimulate impulsive buying. Purpose: The aim of this thesis is to investigate how Gen Z consumers’ impulsive buying behaviour of cosmetics through LSC is influenced by three factors, being; time pressure, price promotion, and interaction. As well as how emotions such as the feeling of urgency, the feeling of excitement, and perceived enjoyment could mediate this relationship. Methodology: A deductive research approach  and a quantitative method was selected and utilised for this research. To gather data, a self-completion questionnaire was developed in Google Forms, taking into consideration ethical and societal factors. A total of 312 valid responses were collected, which were then subjected to descriptive analysis, correlation analysis, reliability analysis, regression analysis, and mediation analysis.  Findings: The results of this research revealed that H2 and H3 were accepted, indicating that price promotion and interaction have a significant positive impact on Gen Z consumers’ impulsive buying behaviour in LSC. In the same vein, H1a, H2a, and H3a, i.e., the feeling of urgency, excitement, and perceived enjoyment were accepted. However, H1, measuring the influence of time pressure, was rejected.  Conclusion: This study concluded that price promotion (H2) and interaction (H3) have a positive influence on the impulsive buying behaviour of Generation Z consumers. However, time pressure (H1) was not found to have a significant impact. Additionally, the results indicate that the feeling of urgency (H1a) mediates the relationship between time pressure and impulsive buying behaviour, the feeling of excitement (H2a) mediates the relationship between price promotion and impulsive buying behaviour, and perceived enjoyment (H3a) mediates the relationship between interaction and impulsive buying behaviour among Gen Z consumers in Sweden. Keywords: “Live Streaming Commerce” “Live Streaming E-commerce” “Time Pressure” “Price Promotion” “Interaction” “Impulsive Buying Behaviour” “Urgency” “Excitement” “Perceived Enjoyment” “Quantitative Research”.