直播电商中认知沉浸对消费者冲动性购买行为的影响：冲动性购买欲望与购买自我调节的中介作用

… live streaming quality serve as cognitive triggers that evoke specific emotional reactions, ultimately leading to impulse buying behavior in live e-commerce … the cognitive impulse model, …

This research explores the main question related to the relationship between social presence and impulsive buying behavior by understanding the role played by customer inspiration and positive emotion in live streaming e-commerce. The data for this study were obtained from 392 respondents who completed an online survey and who had experience in live streaming e-commerce, and the data were analyzed by AMOS 26.0 with a structural equation model. The results indicate that coexistence presence and emotional presence were positively associated with customer inspiration and impulsive buying behavior; However, communication presence showed no significant association. Coexistence presence, communication presence and emotional presence were positively related to positive emotion. Customer inspiration and positive emotion were significantly linked to impulsive buying behavior. Customer inspiration and positive emotion play intermediary roles in the relationship between coexistence presence and impulsive shopping behavior. Customer inspiration and positive emotion play intermediary roles in the relationship between emotional presence and impulsive shopping behavior. This study contributes to the general body of knowledge about live streaming e-commerce by providing a comprehensive theoretical foundation and practical implications that explain impulsive buying behavior in live streaming e-commerce.

Grounded in the social cognitive theory, the main aim of this study is to explore the impact of telepresence, social presence, and emotional engagement on impulsive buying tendencies within the realm of travel live-streaming (TLS). To examine further, the moderating effect of guidance shopping was included. An online questionnaire was distributed to 332 live-streaming viewers from China, and the collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that telepresence and social presence exert significant influences on emotional engagement and impulsive buying tendencies. Notably, the study identifies the mediating effect of emotional engagement and the moderating effect of guidance shopping. In practice, this research highlights the importance of streamers leveraging TLS platform functionalities to amplify the sense of “presence” and cultivate stronger emotional connections with viewers, thereby stimulating impulse buying. Additionally, streamers are encouraged to guide viewers in their decision-making process, addressing concerns to elevate engagement levels.

Under the rapid development of live commerce, impulse buying has become a core consumption phenomenon, yet its psychological triggering pathways across different consumer groups remain to be fully elucidated. Drawing on the S–O–R framework, this study conceptualizes live-stream interactivity, novelty, and streamer attractiveness as external “stimuli,” and positions immersive experience as the core “organism” mechanism, thereby constructing and testing an integrated “stimulus–experience–response (impulse buying intention)” model. Using a mixed-method approach that combines structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), the results show that all three live-stream features significantly enhance impulse buying intention, primarily by strengthening immersive experience, with immersion exerting a significant partial mediating effect. Moreover, consumers’ loneliness significantly amplifies the indirect effect of live-stream features on impulse buying via immersive experience. The fsQCA further uncovers multiple equivalent pathways leading to high impulse buying intention, including a strong-experience pattern centered on “streamer attractiveness + immersive experience,” as well as a social compensation pattern centered on “high interactivity + high loneliness.” This study provides a testable theoretical framework, actionable operational strategies, and sustainable ethical guidance for live commerce, offering a pathway for the industry to achieve a “high experience × high conversion × high well-being” triple-win outcome.

Introduction Online shopping’s convenience often drives impulsive buying, yet the associated regret emotions pose challenges for consumer satisfaction and businesses’ long-term customer relationship management. This study investigates how streamer interaction orientation influences impulsive buying intentions through cognitive trust and emotional arousal, incorporating anticipated regret as a moderating factor. Methods Grounded in cognitive-affective system theory and regret theory, this study analyzes 503 screened responses using structural equation modeling and the Bootstrap method to examine the relationships among streamer interaction orientation, cognitive trust, emotional arousal, anticipated regret, and impulsive buying intentions. Results The findings reveal that anticipated regret significantly amplifies the direct effects of cognitive trust and emotional arousal on impulsive buying intentions. Additionally, cognitive trust and emotional arousal mediate the relationship between streamer interaction orientation and impulsive buying intentions, with their mediating roles strengthened by anticipated regret. Discussion This study introduces a novel moderated dual-mediation model, enriching the theoretical understanding of impulsive buying antecedents. It extends the application of anticipated regret in consumer behavior and provides actionable insights for optimizing marketing strategies and consumer experiences in live-streamed e-commerce.

With the proliferation of live streaming, there is evidence that online impulse buying is becoming an emerging phenomenon. Although many studies have investigated impulse buying in the context of offline shopping and business-to-consumer e-commerce, online impulse buying in live streaming has attracted little attention. In this study, we aim to explore the effect of social presence in live streaming on customer impulse buying based on the stimulus–organism–response framework. The research model presented here identifies pleasure and arousal as the mediation of impulse buying in live streaming. We use the AMOST and IBM SPSS PROCESS software to estimate our model based on data at the minute level from 189 customers, who watched live streaming in the past three months. The results suggest that the social presence of the broadcaster and the social presence of the live streamer positively affect impulse buying directly and indirectly via pleasure and arousal, promoting consumer online impulse buying in live streaming, but the social presence of the viewers has no significant effect on pleasure and arousal. For practice, our results can help policymakers and operators of the live streaming platform alleviate impulse buying in the digital world.

Abstract The rapid popularity of live streaming promotes the emergence of a new business model known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live streaming easily leads to consumers’ impulse buying. However, knowledge on impulse buying in live streaming commerce is considerably limited. Drawing on the social presence theory and cognitive-affective framework, our study proposes a theoretical framework with which to examine how live streaming affects consumers’ urge to buy impulsively. In an online survey, 267 valid responses were obtained. Results indicate that social presence of live streamer, social presence of other viewers and social presence of product positively influence affective intensity. Results also show that social presence of other viewers and social presence of product negatively influence perceived risk. Furthermore, this study proves that the urge to buy impulsively is driven by affective state (i.e., affective intensity) instead of cognitive state (i.e., perceived risk) in the live streaming commerce context. This study provides a deep understanding of the psychological mechanism underlining consumers’ impulse buying in live streaming commerce. The findings also offer suggestions for online retailers to enhance product sales.

Live-streaming hosts play a pivotal role in e-commerce, yet their narration strategies remain underexplored. This study develops a framework to examine how host narration strategies influence consumers’ impulsive buying behavior. The exploratory phase involved textual analysis of host narration, which informed the conceptual model grounded in Narrative Transportation Theory. In the confirmatory phase, 398 user responses were examined using structural equation modeling (SEM) to test the path model and fuzzy set qualitative comparative analysis (fsQCA) to identify sufficient configurations of influencing factors. Results show that emotional persuasion, narrative presence, and immersion are consistently associated with impulsive buying, while interactive engagement, time pressure, and accuracy have context-specific effects. These findings emphasize the need to adapt live-streaming strategies flexibly to match consumer characteristics and situational contexts, offering actionable insights for enhancing consumer engagement and purchase behavior in live-streaming commerce.

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce.

Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

… view of real-time interaction in live-streaming social commerce (LSC), highlighting the interplay … Real-time interaction has been linked to impulsive buying via cognitive, affective, and …

Abstract Previous studies in the context of livestreaming commerce have largely overlooked the role of the distinctive characteristic of real-time interactivity in fostering cognitive/affective reactions and subsequently impulsive buying. Drawing on the stimulus–organism–response paradigm, this study contributes by investigating the link between real-time interactivity (responsiveness and personalization) as stimulus and impulsive buying as response with causal association between inspiration (inspired-by and inspired-to) and delight as organism under the moderating effect of idea shopping motivation in the context of livestreaming commerce. A conditional model linking interactivity and urge to buy impulsively is proposed and tested using the partial least squares structural equation model (PLS-SEM) technique with SmartPLS software on a sample of 376 livestreaming commerce viewers. The findings indicate that inspiration experience and delight are causally associated as the bridge connecting real-time interactivity and urge to buy impulsively, and idea shopping enhances the link between real-time interactivity (responsiveness and personalization) and inspiration (inspired-by). Based on the findings, some important theoretical and practical implications are proposed.

The purposes of this research were: (1) to study and justify customer behaviors in live-streaming e-commerce; (2) to study the flow state drivers and post-flow state mediators as crucial factors influencing compulsive buying; (3) to analyze a quantitative survey is used to collect the data. Artificial neural networks and structural equation modeling (SEM) provide the analysis for evaluating the validity of the hypotheses; and (4) to find both theoretical and practical implications provide many insights to help expand the understanding of consumer behaviors in live-streaming e-commerce. The samples used in this study were 517 valid persons who are frequently watching live-streaming e-commerce in China. The stimulus-organism-response (SOR) model captures the stimuli (both personal and flow activity levels), the organism (trust, enjoyment, and flow experience), and the responses (represented by loyalty, addiction, and compulsive buying). Theoretical Contributions is that the validated SEM structure shares the pattern of the SOR model, capturing the stimuli (both personal and flow activity levels), the organism (trust, enjoyment, and flow experience), and responses (represented by loyalty, addiction, and compulsive buying). Practical Implications is that Consumer behavior should be guided by notions of social capital, social exchange, and trust. The social context is an essential stimulant in a socio-commercial environment like live streaming e-commerce. This study gives several examples, such as the capacity of perceived social values to increase consumer trust predictably; and the social influence on consumers to elicit affective emotions like enjoyment through interactions and support from others throughout the decision-making process and in the environment of live-streamed shopping.

… behavior on the internet in e-commerce, including intentions for online repurchase and … SOR model posits information quality in live streams affects cognitive assimilation. Therefore…

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the “People-Product-Place” marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that “People-Product-Place” marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.

The characteristics of streamers in the live streaming commerce environment can influence consumers’ cognition, emotion, and behavior, thus stimulating their impulse buying. However, few studies consider the impact of streamer combined with flow experience and social presence on live streaming effect, and the differences in personal characteristics of consumers are also ignored. Therefore, based on the stimulus-organism-response (SOR) theory, this study constructs an influence mechanism conceptual framework of live streaming consumers’ impulse buying intention under the stimulation of streamer’s characteristics. Structural equation modeling was applied to 429 survey questionnaires to test our framework. Results indicate that both expertise and interactivity of streamers enhance customer flow experience and social presence. Furthermore, social presence improves customers’ flow experience significantly. Meanwhile, Streamers’ interactivity and expertise indirectly boost impulse buying intentions through improved flow experience and social presence, but attractiveness does not influence these results.

Social media live streaming has gained popularity among small sellers for real-time selling. Although favourable facets of live streaming have been studied, the potential for these advantages to result in negative outcomes is unexplored. The surge in small businesses embracing live streaming has led to a corresponding increase in product returns, impacting the profitability of these sellers. Therefore, this study aims to investigate how the shopping experience, particularly the sense of flow generated by live streaming, shapes the inclination to return the products. This impact is elucidated through the mediating role of impulse buying and regret (process and outcome regret). Moreover, the research examines the moderating role of flow consciousness in these relationships. A cross-sectional study was conducted using self-administered questionnaire from 463 participants in India. Data was then analysed using covariance-based structural equation model. Additionally, the impact of flow consciousness as a moderator was examined using process macro. The findings highlight three aspects: first, live streaming attributes induce a state of flow for users; second, impulse buying serially mediates with its sequential parallel mediators’ process and outcome regret, the relationship between flow and return intention. Third, heightened awareness of the flow intensifies customer’s regret. This study offers valuable insights to online retailers, as it provides insights into diverse tactics for mitigating the adverse effects of shopping encounters arising from live streaming. The study provides novel perspectives by delving into the path that influences customer in deciding whether to return products they have purchased through live streaming on social media platforms.

As an emerging mode of online shopping, live streaming shopping has the characteristics of high interactivity. Live streaming shopping has achieved many positive results, but it leads to the phenomenon of consumers’ impulsive purchase. To analyze the reasons for impulsive purchase intention, we can make up for the lack of attention paid to this issue. Therefore, this study explores the influence mechanism of interaction quality between anchors and consumers on consumers’ emotion and impulsive purchase intention from the perspective of interaction quality combined with cognitive evaluation theory. A total 407 samples were collected by a questionnaire survey to test the research model. The results showed that: interaction quality (responsiveness, professionalism, informativeness, and personalization) had a significantly positive impact on consumers’ emotion; consumers’ emotion played a mediating role between interaction quality and impulsive purchase intention; consumers’ extroverted personality significantly negatively moderated the relationship between professionalism, informativeness and consumers’ emotion. This study can provide theoretical basis and reference for enterprises and anchors to carry out marketing activities and consumers’ rational consumption.

As an innovative marketing pattern, live-streaming e-commerce supplies advantages over traditional e-commerce in stimulating impulsive purchases. This study developed a theoretical model that examines how perceived live streamers’ abilities (perceived live interaction ability and perceived linguistic persuasion ability) affect impulsive purchase intention based on interaction theory, affective distance theory, trust theory, and Aristotle’s rhetorical appeals. We conducted empirical research through a survey questionnaire to verify the effectiveness of the model. A total of 330 valid samples were gathered from live-streaming users, and partial least squares–structural equation modeling (PLS-SEM) was employed for data analysis. The results indicate that perceived live interaction ability, encompassing responsiveness, entertainment, and personalization, significantly impacts affective distance. Among the four dimensions of perceived linguistic persuasion ability, emotional contagion significantly influences affective distance, whereas expertise, logic, and morality significantly affect cognitive trust. Both affective distance and cognitive trust promote consumers’ impulsive purchases through affective trust. Our research findings provide theoretical and practical recommendations for live-streaming platforms and merchants engaged in live marketing.

Despite the growing live streaming commerce (LSC) in China, a comprehensive framework is required to examine the factors influencing consumer impulse purchases. By applying the Social Impact Theory (SIT) and Stimulus-Organism-Response (S-O-R) framework, the mechanism underlying consumers’ urge to buy impulsively (UTBI) was examined through perceived enjoyment as the mediator. Upon analyzing 380 valid responses, the results revealed that parasocial interaction, telepresence, discounted price, serendipity information, and ubiquity positively influenced consumers’ perceived enjoyment. Meanwhile, parasocial interaction, social presence, discounted price, scarcity, ubiquity and perceived enjoyment positively impacted consumers’ UTBI. Perceived enjoyment partially mediated the correlations between parasocial interaction, discounted price, ubiquity and UTBI, whereas perceived enjoyment fully mediated the correlations between telepresence, serendipity information, and UTBI. Moreover, the findings reveal that serendipity information is the most significant factor in perceived enjoyment, whereas ubiquity is the most impactful antecedent of UTBI. This study enriches the literature on impulse purchase and LSC by incorporating the SIT and S-O-R theories, seven multidimensional antecedents and perceived enjoyment as a mediator. Furthermore, the study provides in-depth insights into consumers’ impulse purchases, enabling live streamers, marketers, and retailers to develop effective marketing strategies. Additionally, the designers of live streaming platforms can benefit from this study by designing more interactive and multifunctional platforms to attract more users.

Live-streaming e-commerce has rapidly emerged as a powerful format that blends real-time interactions, entertainment and product promotion that could shape consumer behaviour. Understanding factors influencing consumers’ impulsive purchase behaviour in a live-streaming context is essential for developing effective strategies and promoting responsible digital consumption. This study applies the stimulus-organism-response (S-O-R) framework to investigate how external platform features influence consumers’ impulsive buying behaviour. It examines two categories of external stimuli: interaction quality (personalisation, informativeness, professionalism, responsiveness) and technological affordances (visibility, metavoicing, guided shopping). These stimuli are hypothesised to affect internal psychological states that comprises emotional arousal and cognitive immersion, which subsequently drive impulsive purchase intention. Data were collected from 506 respondents in Indonesia via an online survey using the purposive sampling method and analysed using partial least squares structural equation modelling. The result reveals that arousal emotion and immersion significantly predict impulsive purchase intention. Among the stimuli, personalisation and informativeness significantly influence arousal, while guidance shopping, visibility and metavoicing improve immersion. Interestingly, professionalism and responsiveness did not have a significant effect on arousal. The study advances the theoretical understanding of consumer behaviour in live-streaming by incorporating social interaction quality and technological affordance into the S-O-R framework, especially within the underexplored Indonesian market. The findings contribute to creative communication literature by highlighting how emotionally engaging and interactive mobile environments, shaped by anchor-led storytelling and platform design, influence consumer behaviour. Practical implications are discussed for enhancing mobile branding and emotionally resonant communication in live commerce settings.

Live streaming commerce (LSC) integrates entertainment and real-time interaction to trigger spontaneous buying behavior. However, the psychological mechanisms translating communicative stimuli into impulsive purchase within algorithm-driven platforms like TikTok remain under-theorized. This study investigates how Parasocial interaction (PSI) and Social Presence jointly mediate the effects of social attraction, fear of missing out (FOMO), Narrative Involvement, and Telepresence on Impulsive Purchase. Analyzing survey data from 415 Indonesian TikTok Live users using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results validate a dual-pathway mechanism: impulsive purchase is driven simultaneously by a relational bond (PSI) and an immersive sense of shared reality (Social Presence). Crucially, Narrative Involvement emerged as the strongest antecedent for both mediators, whereas Social Attraction exerted no significant influence on PSI. This finding challenges traditional endorsement theories, suggesting that in fast-paced live commerce, narrative transportation (storytelling) supersedes interpersonal attraction (static likability) as the primary driver of intimacy. Additionally, FOMO and Telepresence act as critical catalysts accelerating these psychological states. Theoretically, this study refines the stimulus–organism–response (S-O-R) framework by distinguishing the “Organism” into distinct interpersonal (PSI) and environmental (Social Presence) dimensions. Practically, findings suggest brands should prioritize narrative competence and high-fidelity immersion over mere streamer attractiveness to drive sales.

… Impulse buying behaviors are the buying behaviors of consumers due to a sudden and strong urge to buy a good immediately [28], which is often not part of the consumer's original …

The rapid development of digital landscapes has significantly transformed consumer shopping behavior, making e-commerce integral to daily life in Indonesia. Generation Z, born and raised in the digital era, represents a substantial segment of e-commerce users with impulsive buying tendencies. Although e-commerce is widely adopted, there is still a limited insight into how social presence (SP) during live streaming affects impulsive purchasing behaviors within Generation Z. This research offers an in-depth examination of how SP within e-commerce live streaming platforms influences impulsive purchasing behavior, framed by the Social Presence Theory. Data were collected through online surveys from 263 Generation Z respondents with live streaming e-commerce shopping experience. The proposed hypotheses were tested through structural equation modeling. The findings reveal that the presence of livestream hosts and their product demonstrations significantly improve perceived usefulness and positive emotions, both of which spark impulsive buying urges and actions. The study also highlights that the presence of other viewers positively affects perceived usefulness but not positive emotions.These findings emphasize the need for integrating social components into live streaming to foster interactive and emotionally gratifying shopping experiences. The research contributes to the academic field and offers practical insights for developing more effective digital marketing strategies.

This research uniquely investigates the nuanced mechanism by which two types of presence (social presence and telepresence) influence the urge to buy impulsively. Drawing on the stimulus–organism–response (SOR) framework, this study proposes that social presence and telepresence contribute to a multidimensional flow experience, unpacking it into concentration and perceived control as cognition, and enjoyment as affection, which in turn evoke the urge to buy impulsively. Further, the current research explores the causal relationships among these flow components. Using survey data from 306 Vietnamese viewers of livestreaming commerce and PLS-SEM for hypothesis testing, the findings demonstrate the significant role of social presence and telepresence in generating concentration, perceived control and enjoyment. Moreover, cognitive (i.e., concentration and perceived control) and affective (i.e., enjoyment) aspects of flow are causally related to influencing the urge to buy impulsively. These findings offer novel theoretical insights into the internal dynamics of flow in mediating presence-induced impulsive buying that are valuable for sellers aiming to enhance their livestreaming commerce strategies.

Understanding the emotional aftermath of impulsive buying, notably purchase regret, holds significant importance in the landscape of live-streaming shopping. This study employs the S-O-R model to analyze customer behavior before and after purchases in the fashion industry. Through purposive sampling techniques, 258 respondents from Greater Jakarta who engaged in impulsive buying of fashion products via live-streaming shopping platforms were analyzed utilizing PLS-SEM. The results demonstrate that social presence has a substantial impact on customer trust, although there was no conclusive evidence regarding the correlation between customer trust and flow state. Furthermore, this research explores the complex interaction between impulsive buying behavior and purchase regret.

Live streaming is changing the paradigm of people’s entertainment and consumption. It has been adopted by many small individual sellers to improve their market performance, leading to the emergence of live streaming commerce. Although existing literature has paid attention to consumer purchase behavior in live streaming commerce, little knowledge on impulse buying can be available. Drawing on social presence theory and cognitive-affective framework, this paper attempts to develop a theoretical model to investigate how social presence affects consumers’ urge to buy impulsively through the mediating mechanism of cognitive state (i.e., product risk) and affective state (i.e., affective intensity). This paper is expected to advance knowledge on consumers’ impulse buying in live streaming commerce.

… of impulse purchasing behaviour in live shopping environments. … tend to exhibit a stronger desire for distinctive or rare items … In social commerce, scarcity messaging (eg a limited item, …

The emergence of socially interactive shopping platforms in the era of online shopping has given a boost to online impulse purchases. However, little research has been conducted on the psychological processes underlying this phenomenon. This study investigates how perceived social presence (SP) (stimulus) influences impulse buying behaviour (IB) (response) through two mediators: flow experience (FE) and consumer trust (CT) (organism), guided by the stimulus–organism-response (S-O-R) model. In addition, the study examines how two important situational factors—time and availability of money—modify the relationship between FE and IB. A structured online survey collected information from 565 Indian online shoppers. The results show that perceived SP significantly increases customer trust and the FE, positively impacting IB. Statistical evidence for the mediating roles of FE and CT was significant. This study’s proposed dual-path mediation model can contribute to the growing literature on e-commerce impulse purchasing. Practical recommendations are made for online companies to optimize consumers’ engagement, build trust, and strategically induce impulse purchasing.

Introduction With the rise of social media and web technologies, users are increasingly spending time on browsing and purchasing on social commerce, particularly during idle moments of casual scrolling. Social commerce applications with sophisticated social features and security measures may tend to attract a significant number of highly engaged users. The purpose of this study is to find out whether customers will be interested in the content posted on the applications and generate impulse consumption when they are bored. Methods Drawing on stimulus-organism-response framework, this paper explores how technical cues and situational cues affect impulse buying behavior in social commerce applications and the mediating impact of consumer-perceived values. Data were gathered from 395 respondents who frequently utilize and have shopping experience on social commerce applications. The PLS-SEM and fsQCA were applied to formulate and test the proposed hypotheses. Results The results of PLS-SEM reveal technical cues (ease of use, visual appeal and security) and situational cues (passing time and serendipity) positively influenced impulse buying. The results of fsQCA offer six solutions of different combinations of constructs which can lead to high impulse buying. Discussion These findings may extend existing research on impulse buying behavior and consumer psychology, offering valuable insights for marketers. They also point towards strategies for more effectively encouraging impulse purchase in digital retail environments, particularly among consumers who are browsing out of boredom.

Objective: This study investigates how social presence elements, such as streamers, other viewers, and products, directly and indirectly influence consumers' impulse purchase behaviour in live-streaming commerce. Design/Methods/Approach: An empirical evaluation was conducted on the suggested model, utilizing survey responses from 205 live-streaming commerce users. Furthermore, the interconnections among the elements within the research framework were examined through SEM PLS version 3. Findings: The results show that social presence directly and significantly affects impulse purchase behaviour. This study also strongly links social presence with perceived usefulness and positive affect. In addition, the results show that perceived usefulness and positive affect significantly influence impulse purchase behaviour. Interestingly, perceived usefulness and positive affect serve as potential intermediaries linking the impact of social presence with impulse purchase behaviour. Originality/Value: This research explores the influence of social presence and several consumer psychological factors, such as perceived usefulness and positive affect, on impulse purchase behaviour in live-streaming commerce. While this area has rarely been a significant focus in previous literature, the speciality of this research is integrating the product dimension into the social presence framework. This initiative has yet to be found in the literature so far. With this approach, the research seeks to provide an in-depth understanding of how social presence elements such as streamers, other viewers, and products collaborate and directly and indirectly impact impulse buying behaviour. Practical/Policy implication: The results of this study offer a significant perspective for businesses in the e-commerce sector and individuals producing content for live-streaming commerce. This information can be used to create better approaches to encourage impulse buying behaviour and increase customer interaction. The interaction between social presence, perceived usefulness, and positive affect can be the basis for designing more efficient strategies.

… by the social presence of streamers, and telepresence integration which … emotions that occur due to a sudden urge or need. This … online impulse buying behavior in social commerce: A …

Technological advances cause changes in consumer behavior when making purchases. The livestreaming selling market, which is increasingly developing through various platforms, has become an option for online shopping. The role of telepresence in livestream sales, which refers to using live video to showcase and sell products, is expected to encourage consumer purchasing behavior. This research uses the SOR (stimulus-organism-response) framework, which aims to determine the effect of telepresence as a stimulus aspect on impulsive buying (response) mediated by enjoyment and trust as organism aspects. The research respondents were Generation Z, totaling 265 respondents. The sampling technique used in this research was nonprobability sampling with a purposive sampling method. Data collection used a questionnaire distributed electronically via Google Forms. Research findings show that telepresence directly does not affect impulsive buying. Limitations of consumers in assessing products by only seeing products through the screen, the absence of sensory touch is one of the causes that triggers consumers to refrain from impulse purchasing. However, telepresence can encourage impulse buying by increasing enjoyment and building consumer trust.

It has been found in many cases that consumers are prone to exhibit impulsive buying behavior that is manifested as being immediate, emotional, and irresponsible especially under short video scenario. Supported by the customer inspiration theory, this study explores the psychological mechanism underlying impulse purchase in short videos that differentiates the traditional web shopping by the strong sense of presence in short video marketing. On the basis of a questionnaire survey and three laboratory experiments, this study examines the relationship among presence, customer inspiration, and impulse purchase intention. The empirical results point to the fact that social presence, co-presence, and physical presence have significant positive effects on impulse purchase intention, and customer inspiration mediates the effect of social presence, physical presence, and co-presence on impulse purchase intention. Furthermore, it is indicated that social and co-presence have stronger influences on impulse purchase intention than physical presence, thus proving a stronger effect of social factors on impulse purchase intention than physical factors in short video environment. The research results testify the impact of presence on consumer behavior in the upgrading short video marketing and provide valuable reference for marketing strategies to shorten consumers' decision-making time in short video purchase.

Mobile Short Video Applications (MSA), offering short video content and often including referral and commercial features, have attracted a substantial user base, appealing to marketers. However, previous research has not specifically focused on how the use of MSA can influence impulsive buying. Therefore, this research aims to fill this gap by integrating the concept of flow (intense engagement with an activity) into the Stimulus-Organism-Response (SOR) Model. In this context, the utilization of MSA serves as the Stimulus, while flow is divided into enjoyment, concentration, and time distortion, acting as the Organism. The observed Response is impulsive buying. A survey-based questionnaire research method was employed, with a sample of 190 university students. Structural equation modeling (SEM) techniques were used to examine the relationships among the constructs, complemented by qualitative analysis. The research findings indicate that the use of MSA significantly influences the experience of flow, which, in turn, affects impulsive purchasing behavior. Flow (enjoyment) exerts the strongest influence on impulsive buying (0.459 correlation), compared to concentration (0.204) and time distortion (0.212). Enjoyment also mediates the relationship between MSA usage and impulsive purchasing. Users tended to engage in spontaneous and unplanned impulsive purchases when they were in a heightened state of flow, predominantly triggered by enjoyment while using MSA, as opposed to concentration or time distortion. The testing model is valid and reliable within a statistical confidence level exceeding 90%, explaining 29.5% of the variance in impulse buying. Keywords: MSA usage, SOR model, flow, impulse buy

Based on SOR theory, this paper constructs a theoretical model of the relationship between AI personalized recommendation and consumer impulsive purchasing behavior in short videos, and empirically examines the influence mechanism of AI personalized recommendation on consumer impulsive purchasing behavior in short videos. The results found that: (1) Short video AI personalized recommendation positively affects consumer impulsive buying behavior; (2) Flow experience plays a mediating role in the path of influence of AI personalized recommendation on consumer impulsive buying behavior in short video, and the higher the level of AI personalized recommendation, the more effective it is to enhance the pleasure and immersion of consumers when they browse the short video, and then stimulate their impulsive purchasing behavior; (3) Algorithmic aversion in algorithm attitude plays a negative moderating role between AI personalized recommendation and consumers’ impulsive purchasing behavior.

With the progress of digital and mobile technologies, mobile short video apps (MSAs) have been booming in recent years. These MSAs are expanding their role in social commerce, which has aroused scholar’s and practitioners’ attention. Drawing on the stimulus-organism-response model,this study proposes an integrated model to examine the impact of social factors (perceived expertise, similarity, and familiarity) and systemic factors (personalization, serendipity, and visual appeal) on the formation of utilitarian value and flow experience, and their subsequent effects on impulsive buying. The results suggest that both social factors and systemic factors can influence utilitarian value and flow experience. Further, utilitarian value and flow experience can positively affect consumers’ impulse buying independently. The contributions of the study to both academia and practice are discussed.

The widespread adoption of algorithm-driven short video platforms has transformed how users process content and engage in impulsive purchasing. However, current models often fail to capture the multi-dimensional psychological mechanisms that underlie such behavior, particularly the dynamic interplay between content signals, emotional immersion, perceptual intuition, and algorithmic perception. To address these limitations, this study proposes stimulus-organism-response–elaboration likelihood model, an integrated behavioral model that fuses the stimulus–organism–response paradigm with dual-route elaboration (central and peripheral), flow experience, and algorithmic trust. The model differentiates between cognitive and behavioral impulsivity, incorporates post-purchase regret as a feedback mechanism, and models personalization and transparency as precursors to algorithmic attitude and trust.

… The way in which short video attributes contribute to better flow is partially studied in the literature. For instance, Mustafi and Hosain (2020) confirmed that entertainment and incentives …

Drawing from the Stimulus-Organism-Response (S-O-R) model, this research aims to assess the dynamic impact of short-video product placement on the impulse buying behavior of young consumers. A structured survey was administered to a sample of 328 young consumers, aged between 18 and 30, who regularly engage with short video content on platforms like TikTok, Instagram, and Reels. The findings reveal that product relevance significantly enhances enjoyment, thereby improving engagement with narratives that incorporate product placements seamlessly. Emotional appeal in content markedly increases this enjoyment, underlining the effectiveness of emotionally resonant narratives and visuals. The study further demonstrates that a robust product-influencer fit amplifies the authenticity of the advertising message, leading to greater content enjoyment for viewers. Crucially, it confirms that the perceived enjoyment derived from engaging with short videos has a positive correlation with impulse buying behavior among young consumers. These insights underscore the importance of emotional and experiential elements in short-video content, shaping the purchasing decisions of younger audiences. This research contributes to the understanding of effective marketing strategies in the evolving digital realm, emphasizing the necessity for content creators and advertisers to prioritize narrative integration, emotional connectivity, and authenticity of influencer endorsements to effectively captivate and influence the youth market.

… social presence in live streaming in shaping customer impulse purchasing, delving into the … hand, zeroed in on impulsive buying patterns of live streaming shoppers and proposed an …

The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

The swift growth of e-commerce has markedly changed how consumers shop, especially among Generation Z, which is called Digital Natives. This study examines how product presentation videos on the Shopee video platform influence impulse buying behaviors in this group, focusing on how internal stimuli, including entertainment experience (ET), educational experience (ED), escapist experience (ES), and esthetic experience (EH) influence online impulse buying (OIB) through the mediation of arousal (AR) and pleasure (PL). In addition, demographic factors, including age, gender, and income, are treated as control variables. This research adopts a quantitative methodology, and data was gathered using a Likert scale questionnaire and a non-probability sampling method, while the SmartPLS statistical tool was used to analyze the interactions of these stimuli and their effect on the impulse buying behavior of Generation Z on digital platforms. Research indicates that entertainment and recreational activities boost emotional engagement by eliciting arousal and pleasure. Educational experiences increase knowledge and also stimulate these feelings. Escapist activities provide temporary relief from daily stresses, increasing arousal, but can also highlight personal insecurities, possibly reducing pleasure. Esthetic experiences, subject to personal tastes, provoke emotional reactions that may vary in pleasure. For Generation Z, arousal and pleasure significantly influence impulsive buying decisions. The insights indicate that effectively managing internal factors can trigger emotions leading to impulsive purchases, offering strategic marketing tactics for optimizing e-commerce on platforms like Shopee video. This research advances the understanding of consumer behavior theories in the digital era, emphasizing the intricate roles of arousal and pleasure in online impulse buying.

The rapid penetration of digital transformation has fundamentally reshaped global consumer behavior, particularly through the evolution of Web 2.0 and the emergence of social commerce. This research explores the "shoppertainment" phenomenon on TikTok Shop, where the boundaries between social interaction and commercial activity have become increasingly blurred. The study aims to analyze the influence of Social Commerce and Marketplace Experience on the Impulse Buying behavior of Generation Z in Indonesia, with Self-Control serving as a moderating variable. As digital natives, Generation Z is highly susceptible to the algorithmic architecture of platforms designed to exploit psychological vulnerabilities through infinite scroll mechanisms and real-time personalized content. These features often induce a "flow state," minimizing the "pain of paying" and leading to unplanned purchases. Despite the convenience offered, this digital dynamic has substantial negative implications, such as post-purchase regret and cognitive dissonance, with surveys indicating that 64% of buyers experience regret due to financial waste. This study employs a quantitative methodology to examine whether internal psychological mechanisms, specifically self-control, can act as a relevant defense against aggressive external marketing stimuli. The findings reveal that while Social Commerce and Marketplace Experience significantly drive impulsive purchasing, Self-Control fails to effectively moderate these relationships. This suggests that the intensity of external stimuli and the frictionless shopping design of TikTok Shop tend to override individual self-regulation. This research provides crucial insights for the digital business landscape, emphasizing the urgency for Gen Z consumers to develop higher digital literacy and for platforms to consider the long-term psychological impact of their algorithmic designs.

PurposeThis paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and uncover the relationship between these factors.Design/methodology/approachBased on the stimulus-organism-response (SOR) framework, this research examines the effects of OCRs, countdowns and self-control on users' impulse purchases. First, the influence of emotions on impulse purchases in group purchasing is investigated. In addition, this study innovatively applies stress-coping theory to group buying research, with countdowns exerting temporal pressure on consumers and OCRs viewed as social pressure, to investigate in depth how countdowns and OCRs affect users' impulse purchase behavior. Finally, this study also surveys the moderating role of users' self-control in the impulse purchase process.FindingsThe results show that the perceived value of OCRs and positive emotions (PE) were positively correlated with impulsiveness (IMP) and the urge to buy impulsively (UBI), while negative emotions (NE) were negatively correlated with IMP. Countdowns (CD) had a positive effect on UBI. Self-control can indirectly affect users' impulse buying by negatively moderating the relationship between PE and UBI, PE and IMP and CD and UBI.Originality/valueThe research results can help group buying platforms and related participants understand the factors influencing users' impulse purchases in OGB and facilitate them to better design strategies to increase product sales.

… conclusions in traditional commerce context are inconsistent. Is … the impact of time pressure on impulse buying in LSE and the … [14] found that consumers are more self-control when …

Consumerism during the COVID-19 pandemic has been characterized by impulsive buying. Using the theoretical lens of uncertainty avoidance and ego-depletion to identify the mediating mechanisms and moderating factors for online impulse buying, we surveyed young consumers across two relevant periods for high consumerism—the week preceding the 2021 Chinese Spring Festival (Study 1; February 4–9, 2021, n = 1495) and the weeks during and after the festival (Study 2; February 12 to March 2, 2021, n = 923). Perception of COVID-19 variant uncertainty was both directly and indirectly (via online shopping trust) positively associated with online impulse buying. COVID-19 burnout was consistently indirectly associated with online impulse buying via self-regulation and self-appraised impulsivity but inconsistently directly associated. Self-regulation was surprisingly positively associated with online impulse buying, possibly reflecting evidence of already depleted resources from prolonged regulatory exertion among high self-regulators. Self-appraised impulsivity negatively interacted with perception of COVID-19 variant uncertainty, suggesting that as trait impulsivity increases, individuals are less incentivized by peripheral drivers of online impulse buying.

The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived scarcity, perceived discount, time pressure, social pressure and celebrity endorsement on the emotional arousal of online consumers, which further affects their impulse buying. Additionally, the study shed light on the role of two emerging consumer behavioral variables, namely the frequency of watching live streaming videos and live streaming shopping experience. Based on a survey conducted from an online panel of 575 consumers, partial least squares structural equation modeling (PLS-SEM) was used for empirical verification. The results confirmed that the frequency of watching live streaming videos and live streaming shopping experience are significant moderators that decrease the influence of emotional arousal on impulse buying in a statistically significant manner. These results indicated the mediating role of emotional arousal towards the relationship between environmental factors and impulse buying, however consumers having a higher live streaming shopping experience and greater exposure to live streaming videos tend to be more rational, capable of learning and thereby refraining from their impulsive buying behavior. This contributes to a better understanding of how consumers learn to restrain their impulse buying in the era of e-commerce live streaming and sheds new light in the existing theories regarding online consumer behaviors in the livestream commerce context.

BACKGROUND Live-streaming e-commerce has emerged as a dynamic shopping medium, engaging consumers through interactive and immersive experiences. "Keeping Consumers in Suspense" (KCIS), encompassing preview fuzziness, suspense setting, and delight creation, is widely used to drive engagement and impulse buying. Still, its impact on consumer inner states and behaviors remains underexplored. OBJECTIVE This study examines the influence of KCIS on consumer impulse buying behavior, focusing on the mediating roles of value perception and expectation perception. METHODS Data were collected from 352 active users of Chinese live-streaming platforms using a structured survey. Structural equation modeling (SEM) tested the relationships among KCIS dimensions, inner states, and impulse buying. A bootstrapping analysis with 5000 iterations assessed the stability and significance of mediating effects, supported by validity and reliability tests of newly developed KCIS constructs. RESULTS Preview fuzziness (β = 0.35, p < 0.01) and suspense setting (β = 0.48, p < 0.01) significantly influenced value and expectation perception, while delight creation primarily affected expectation perception (β = 0.34, p < 0.01). Expectation perception mediated the relationship between KCIS and impulse buying more strongly (β = 0.35, p < 0.01) than value perception (β = 0.15, p < 0.05). Bootstrapping confirmed the robustness of these mediation effects. CONCLUSION KCIS strategies play a pivotal role in shaping consumer behavior in live-streaming e-commerce by influencing impulse buying through mechanisms such as value and expectation perception. The results highlight the effectiveness of preview fuzziness, suspense setting, and delight creation in enhancing consumer engagement and driving sales. These findings provide practical guidance for streamers to design tailored suspense tactics that maximize impact. Future research should extend this framework to diverse cultural contexts to validate its generalizability and explore additional influencing factors.

… impulse buying, but research on ego depletion's role in live … model of self-control comes primarily in fields of impulsive behavior, … self-control resources, which leads to stronger purchase …

… in live-streaming, looking at how availability and urgency … between previous purchases and impulsive buying inclinations in the … for buying impulsively and compulsively in live streaming …

… Rather than enhancing individual self-control, our findings … in driving impulse purchases during livestream commerce. … factors influencing impulsive buying in live streaming e-commerce …

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers’ ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers’ purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.

… This study defines online impulse buying behavior as one that involves a purchase mediated by … Online impulse buying behavior is even more emotional than rational, with a greater …

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across cultural contexts remains limited. This study examined how atmospheric cues (ACs) are associated with LSIB in China and the United States through hedonic value (HV) and utilitarian value (UV), while also considering cultural value boundary conditions. Data were collected from 396 Chinese and 408 American consumers through online survey platforms. The measurement structure was first assessed using multi-group confirmatory factor analysis, and the main structural relationships were then tested using controlled multi-group latent structural equation modeling (SEM). Composite score path models were estimated as robustness checks, and moderation hypotheses were examined using interaction regressions on composite scores. In both countries, AC was positively associated with HV and UV, and HV was positively associated with LSIB. In the U.S. sample, UV was negatively associated with LSIB, whereas the corresponding association was not significant in China. Formal Wald tests did not indicate statistically significant cross-country differences in the focal structural paths. On the HV pathway, collectivism strengthened the relationship between AC and HV in China, and long-term orientation strengthened the relationship between AC and HV in the U.S. The findings suggested that the core stimulus–organism–response (S-O-R) mechanism replicated across two market contexts, while cultural orientations mainly condition the hedonic route. The study contributed to cross-context understanding of live-streaming consumption and provides evidence-based implications for digital marketing strategy.

Abstract This study investigates the influence of streamer characteristics on consumers’ impulsive buying behavior in live commerce, mediated by the social presence and framed within the Hierarchy of Effects (HOE) model. To elucidate this effect further, self-efficacy was incorporated into the proposed model as a moderating variable. A quantitative methodology was employed using online questionnaires distributed to 291 Vietnamese consumers with prior experience watching live streams. Data analysis was conducted using structural equation modeling with the SmartPLS software. The results indicate that streamer professionalism and attractiveness significantly enhance consumers’ sense of social presence, positively influencing impulsive purchasing behavior. Furthermore, the findings confirm the moderating role of self-efficacy in the relationships among professionalism, social presence, and impulsive buying behavior. These insights can assist streamers and e-retailers in designing effective live sessions that encourage impulsive purchases. Additionally, this study deepens our understanding of social presence in the live commerce sector. Finally, integrating self-efficacy contributes to a broader understanding of its influence on e-commerce and live-commerce research.

Livestream e-commerce enables continuous consumer engagement across the day, yet the role of time-of-day in shaping consumer behavior remains underexplored. This study examines whether shopping during nighttime hours is associated with differences in impulsive engagement, post-purchase outcomes, and consumer retention. Using 982,746 session-level observations from Douyin livestream commerce, we compare consumer behavior during a daytime alertness window (10:0018:00) and a nighttime low-alertness window (22:0006:00). Descriptive analyses, Welchs t-tests, and multivariate regression models are employed to evaluate circadian differences across engagement, sales, return behavior, and retention-related measures. Results show that nighttime livestream sessions generate significantly higher impulsive engagement and sales volume but are associated with lower retention and engagement stability. In contrast, return rates do not increase meaningfully for nighttime purchases once economic and contextual controls are introduced, indicating that heightened impulsivity does not translate into higher regret-driven returns. These findings suggest that time-of-day systematically shapes both short-term commercial performance and longer-term engagement outcomes in livestream commerce. By introducing circadian timing as an explanatory dimension, this study extends applied economic analyses of digital markets and offers implications for platform strategy, performance evaluation, and time-sensitive policy considerations in 24-hour online retail environments.

Impulsive buying has become a major issue among the younger generation. Identifying factors that can prevent impulsive buying is crucial for promoting both mental and financial well-being. This study aims to explore the relationship between self-regulation and impulsive buying among members of online shopping communities. We focused on several Telegram communities consisting of people who often shop online only during big promotions. This correlational quantitative research involved 100 participants, selected using a convenient sampling technique. Data analysis using Pearson product moment correlation analysis showed a coefficient value of -0.590 and R² = 0.348 with a significance value of 0.000 (p < 0.05). This result indicates that there is a medium-strength negative relationship between self-regulation and impulsive buying. In other words, as self-regulation increases, impulsive buying decreases. These findings highlight the importance of developing self-regulation skills to reduce impulsive buying behavior, which can contribute to better mental and financial health among young people who are active in online shopping.

… self-regulation scholarship, which frames impulsive buying as a form of dysfunctional self-regulation … situation in which you bought something impulsively during a live broadcast?”, “Do …

Consumers often communicate with other consumers and perform impulse buying behavior on social commerce websites. Based on stimulus-organism-response framework and dual systems theory, the present study examines the effects of social interactions and self-control on consumers' impulse purchase.,An online survey consisting of 315 participants on social commerce websites was recruited to empirically examine the proposed research model. Partial Least Squares (PLS) was employed to analyze the research model.,Our main findings indicate that (1) source credibility, observational learning and review quality are important antecedents of perceived usefulness of online reviews, (2) source credibility, observational learning and perceived usefulness positively affect positive affect, which further results in urge to buy and impulse buying, (3) self-control weakens the effect of positive affect on urge to buy impulsively and also weakens the effect of urge to buy impulsively on impulse buying behavior.,The present study will bring more attention to social interactions in social networks in practice and encourage scholars to pay more attention to the reflective system in online impulse buying.

… impulses that promise hedonic fulfillment. In the present article, we outline … dual-systems perspective of impulse and self-control and suggest a framework for the prediction of self-control …

… Impulsive buying grossly violates the assumptions of homo economicus. A variety of perspectives on impulse buying … , emotions, conscious self-control, and compulsive buying. These …

… In addition, the strength of the relationship between self-control and impulse buying found … impulse buying is one of only a host of impulse control disorders in which lapses in selfcontrol …

… self-control can be positioned in dual-system theories of information processing and behavior. Self-control … or ability to overrule one’s inner, impulsive responses, as well as to interrupt …

We propose that a simple "dual-self" model gives a unified explanation for several empirical regularities, including the apparent time inconsistency that has motivated models of quasi-hyperbolic discounting and Rabin’s paradox of risk aversion in the large and small. The model also implies that self-control costs imply excess delay, as in the O'Donoghue and Rabin models of quasi-hyperbolic utility, and it explains experimental evidence that increased cognitive load makes temptations harder to resist. The base version of our model is consistent with the Gul-Pesendorfer axioms, but we argue that these axioms must be relaxed to account for the effect of cognitive load.

… self-control exercises on impulse buying urges are examined. Drawing on the strength model of self-control (… to shed light on impulsive buying by exploring the impact of enhancement of …

… self-control is said to do as well. This chapter is aimed at explicating the ability to exert self-control … people have in regulating their spending behavior is with resisting impulse purchases. …

PurposeIntegrating the two‐system (reflective vs. impulsive) model and the “stimulus‐organism‐response” framework, the purpose of this paper is to construct and empirically test a model that examines online impulse buying as a phenomenon triggered by system design factors.Design/methodology/approachA laboratory experimental design with a 2×2 full factorial design involving 151 undergraduate students was used to validate the effects of system design stimuli on online impulse buying. Interactivity and vividness, two design factors, were manipulated and a fictitious VCD movie store was created, with four storefronts representing each combination of treatments.FindingsA compelling and sociable virtual experience as conceptualized with telepresence and social presence has a significant effect on buying impulses over and above traditional marketing/product stimuli. Such virtual experience can be created through the usage of interactive and vivid website features. Furthermore, cognition positively moderates the relationship between buying impulse and the actual purchasing behavior.Practical implicationsThe findings provide valuable guidance in website design that can stimulate online impulse buying. The results also indicate the importance of providing cognitive intervention at the purchasing stage.Originality/valueA significant extension of the “stimulus‐organism‐response” framework is to introduce presence as the system stimulus that captures the overall virtual experience and to specify the associated design features; i.e. interactivity and vividness. By incorporating the two‐system model, this study offers a theoretical underpinning of the role of cognitive processing in impulse buying.

Abstract While impulse buying has been conceptualized as a product of impulses, this study proposes that both reflective and impulsive determinants can outline impulse buying. Following a dual-system model that distinguishes between a reflective and an impulsive system, we hypothesized that unhealthy snack impulse buying can be differentially influenced by either impulsive system or reflective system as a function of self-regulatory resources. Participants in the experiment were randomly assigned to one of the conditions of the two-group design (self-regulatory resources depletion vs. control condition); then they were given the opportunity to take part in a mock store spontaneous buying situation. While the impulsive system was represented by impulse buying tendency and unhealthy snack buying habit, dietary restraint represented the reflective system. The dependent variables were the number of unhealthy snacks purchased and the percentage of unhealthy snacks purchased. The results provided the first empirical foundation for reflective and impulsive aspects of impulse buying behavior. The findings showed that self-regulatory resources moderate the impact of both reflective and impulsive determinants on unhealthy snack impulse buying. While the reflective system (dietary restraint) only determined the behavior in the high self-regulatory resource condition, the impulsive system (impulse buying tendency and habit) associated with the behavior when self-regulatory resources were diminished. There was one exceptional case in which habit determined the percentage of unhealthy snacks purchased even in the high self-regulatory resource condition.

This article describes a dual‐system model of consumer behavior. This model is based on the assumption that all human behaviors are a joint function of reflective and impulsive mechanisms. Those mechanisms have different principles of operation but contribute to the act of buying. However, the relative contribution of impulsive and reflective processes depends on personal and contextual circumstances. The operation and interaction of the 2 systems at different stages of information processing is described and applied to the dynamics of consumer behavior, with a special emphasis on impulse buying.

… Drawing on the Reflective-Impulsive Model, we address this gap and, using an … shapes the impulsive and reflective decision-making process of green buying. The current paper is a …

Impulse buying (IB) represents a pivotal subject in consumer psychology. A general agreement on its core elements and their relationship is arguably established. So far, however, there has been little discussion about how to assess impulse purchases, leading to a potential divergence of practise from theory and complexities in cross-study comparability. This systematic literature review investigates the research methods and metrics employed in high-quality literature to evaluate impulse shopping behaviours across different environments, including online, offline, and multichannel settings. Following the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) criteria, the literature search has been conducted on databases relevant for scientific literature, including Scopus, Web of Science, and ProQuest. Fifty-four articles were included in this systematic review. Findings show the existence of four methods to investigate IB, namely quantitative self-reports, laboratory investigations, fieldwork observations, and qualitative interviews. A comparison of the four methods in terms of fit highlights that self-reports and interviews provide a significant contribution in assessing the cognitive facet of impulse purchasing. Laboratory investigations and fieldwork observation find a better fit with the conative and visceral facets of impulsive buying. Considering the major role of affective charges occurring during impulse shopping, complementary research approaches, and metrics belonging to applied psychophysiology and consumer neuroscience are examined. Three opportunities for future research are discussed, including theory building and refinement, understanding individual differences, and honing behavioural predictions.

This study explores how visual narratives created by digital influencers, combined with personalized algorithmic recommendations, influence impulsive buying behavior and identity construction on social commerce platforms. Through a qualitative approach, in-depth interviews were conducted with active social commerce consumers and methodological triangulation was used. The results indicate that impulsive purchases are not merely reactions to visual stimuli, but part of a broader strategy of self-expression and social validation. Additionally, algorithms play an active role in amplifying these behaviors by customizing recommendations that align with consumers’ identity aspirations. The research reveals that impulsive consumption in digital environments is driven by cultural, technological, and social factors, suggesting that social commerce platforms not only facilitate consumption but also serve as spaces for identity experimentation. These findings offer new theoretical insights into the role of consumption in digital identity formation and practical implications for brands seeking to engage consumers in a more authentic and personalized manner.

Abstract Although social commerce induces consumers’ impulse purchase behavior, no work has been done to examine the impacts of different uses of social commerce on online impulse purchase and their influencing mechanisms. Grounded on the stimulus-organism-response theory, this study explored the relationships between cognitive use (CU), hedonic use (HU), and social use (SU) of social commerce (SC) and online impulse purchase (OIP) and technostress (TS), with mediating effect of social capital and information overload (IO). Non-probability purposive samples of 693 respondents were collected via a questionnaire survey in different provinces of China, and the data were scrutinized with Smart Partial Least Squares (SmartPLS). The results reveal that SU, CU, and HU positively affect social bridging (SBR), social bonding (SBO), and IO. Furthermore, SBR and SBO positively influence OIP, but SBO negatively influences TS. Moreover, IO positively influences TS but negatively influences OIP. Additionally, TS hurts OIP. This is the first study that incorporated different uses of social commerce (i.e., SU, CU, and HU) and investigated their positive and adverse effects on OIP. The study helps understand SC uses’ influencing mechanisms on customers’ OIP. The results show the positive role of social capital (i.e., SBR and SBO) in enhancing OIP. It also shows that improper and uncontrolled use of SC could lead to stress or switching behavior. The research also offers guidelines for managers to grow more constructive tactics for promoting consumers’ impulse purchases.

… how mindfulness can affect impulse buying. Using … to impulse buying, either affectively or cognitively. The more mindful the consumer is, the less likely he/she will make an impulse buy. …