The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.

The diplomatic relations between Azerbaijan and Pakistan have undergone significant development since the late 1990s. Despite some studies focusing on diplomatic and political relations, the economic dimension of this partnership has not been systematically covered. In this paper, a robust least squares (RLS) approach is used to model bilateral trade between the two countries and identify statistically significant determinants, including economic, institutional, and cultural factors, after analyzing the main economic and subsectoral trade dynamics of both countries. The results reveal that Azerbaijan's imports from Pakistan are significantly associated with the country's higher income and market size, while Pakistan's elevated exchange rate and trade costs hinder bilateral trade. In addition, Pakistan's rising manufacturing output increases exports to Azerbaijan but decreases imports from Azerbaijan. Among institutional determinants, government effectiveness, the trade freedom index (TFI), and political stability play significant roles in bilateral trade. Lastly, it was found that cultural proximity increases Pakistani exports to Azerbaijan but not imports from Azerbaijan. The analysis also indicates that domestic savings stimulate Pakistani exports. These findings underscore the complex nature of bilateral trade between Azerbaijan and Pakistan and highlight the need for institutional arrangements to harmonize trade flows and boost welfare gains from trade. The results may be of great importance to intergovernmental working groups, domestic policymakers, and businesses.