基于心流体验与双系统理论的电商直播平台特征对冲动性购买欲望、购买自我调节及冲动性购买行为的影响机制研究

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.

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 rise of live shopping has significantly reshaped the landscape of e-commerce, integrating technology, consumer psychology, and retail strategy. Time pressure, particularly through flash deals and urgency messages, is increasingly utilized by brands to stimulate impulsive purchasing behavior. Additionally, the concept of flow experience, where consumers become cognitively and emotionally absorbed in the live shopping experience, further influences buying decisions. This study aims to investigate the combined effect of time pressure and flow experience on impulsive buying behavior, focusing specifically on fashion products in live shopping platforms. A quantitative research approach was employed using a survey method to collect data from 236 active live-shoppers, and Structural Equation Modeling (PLS-SEM) was utilized for data analysis. The findings reveal that time pressure significantly amplifies impulsive buying tendencies, while flow experience acts as a mediating variable, moderating the relationship between time pressure and impulsive buying. This study contributes to the understanding of psychological triggers in live shopping environments and offers valuable insights for fashion brands aiming to enhance consumer engagement and drive sales through live streaming. The results suggest that live shopping strategies incorporating time-limited promotions and an immersive experience can effectively stimulate impulsive purchases. Future research could explore the influence of other psychological factors, such as trust and social interaction, to further refine live shopping strategies across various product categories.

From the perspective of consumers, this research studied four factors including price promotion, time pressure, interpersonal interaction and visual appeal influencing the impulse buying decision of live streaming e-commerce consumers in China. This research used a quantitative design by developing questionnaires to collect data through the convenience sampling approach from 477 Chinese users who has live streaming shopping experience in social commerce platform Taobao.com. within the past 1 year in Kunming, City. Structural Equation Model (SEM) was used to analyze the data and the hypotheses accordingly. The results confirmed that price promotion, time pressure (promotional time limit, perceived opportunity cost), interpersonal interaction (consumer-streamer interaction, consumer-consumer interaction) and visual appeal these six factors have a significantly positive effect on consumer impulse buying decision. Meanwhile, perceived risk was found negatively related to consumer impulse buying decision. Besides, price promotion and visual appeal played the most important role in influencing consumer impulse buying decision of live streaming than any other factors. Additionally, the results also show that the promotion, the perception of opportunity cost, the interpersonal interaction (the interaction between consumers and streamers, the interaction between consumers), and the visual appeal all have a significant negative impact on consumers' perceived risk. However, for time limit of time pressure, our research hypothesis that promotion time limit has a significant negative effect on consumers' perceived risk has not been verified. Finally, perceived risk was found plays a mediating role in the relationship between price promotion, perceived opportunity cost, interpersonal interaction, visual appeal and impulse buying decision. However, it did not play a mediating role in the effect of promotion time limit on impulse buying decision. The findings suggest that managers and merchants of live streaming e-commerce should make a reasonable price promotion plan and provide good visual experience for consumers, at the meantime, strengthen interpersonal interaction and try to reduce the purchase risk of consumers.

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.

… experience, it is more likely to trigger impulse buying. Ming et al. [41] found that the social presence of the live streaming … ’s trust and flow state, which in turn led to impulse buying. Lee …

Small entrepreneurs are increasingly turning to social media live streaming for real-time sales, as it enables entrepreneurs to surmount early obstacles and challenges during the initial phases of entrepreneurship. While the positive aspects of live streaming have been extensively researched, the possibility of these benefits leading to adverse consequences remains unexamined. Thus, this study aims to examine how live streaming attributes facilitate the creation of flow, which in turn drives impulsive buying and return intentions, with regret serving as a mediator and flow consciousness as a moderator. A cross-sectional study was conducted where data were collected using a self-administered questionnaire from 463 participants. The gathered data were then analyzed using covariance-based structural equation modeling (CB-SEM) to assess the proposed mediation model. Additionally, the impact of flow consciousness as a moderator was examined using process macro (Model 1). 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, and the relationship between flow and return intention. Third, heightened awareness of the flow intensifies the customer’s regret. The research will offer value to online retailers, especially small retailers, dealing the with challenges related to product returns. 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 consumers in deciding whether to return products they’ve procured through live streaming on social media platforms.

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.

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.

… behaviors of consumers due to a sudden and strong urge to buy a good immediately [28], … In addition, we invited a highly experienced user of e-commerce live streaming. After providing …

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.

Live streaming has become popular among various e-commerce models. As an efficient way of marketing, live streaming can stimulate consumers' impulse purchasing behavior by creating a compelling experience, flow experience. Even though research on flow experience has been applied to understand consumer behavior in e-commerce, few studies have been conducted in live streaming e-commerce, let alone the influencing factors. Drawing on the stimulus-organism-response (S-O-R) model, this paper examines the impact of cognitive stimuli and perceptive stimuli on the urge to buy impulsively via flow experience. The results indicate that information content, website design, time pressure, and personalized recommendation positively relate to flow experience and the urge to buy impulsively. They also find the direct effect of time pressure and personalized recommendation on the urge to buy impulsively. The theoretical contributions and the practical implications for e-commerce live streaming are presented.

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.

Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

Live shopping has evolved significantly as extensive publications have explored this phenomenon from the perspective of streamers and consumers. However, there is limited analysis from the human-computer interaction perspective, particularly concerning IT affordances. Therefore, the research aimed to enhance the understanding of human-computer interaction in live streaming sessions, exploring flow experiences and the influence on impulsive buying behavior, which led to postpurchase dissonance. The moderating role of perceived scarcity was also examined. The research adopted convenience sampling and obtained 250 online survey responses. The data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to test the hypotheses. The results show that three IT affordance components, visibility, metavoicing, and interactivity, foster flow experiences, but guidance shopping does not. Furthermore, flow experiences are found to stimulate impulsive buying behavior, which subsequently leads to post-purchase dissonance. The results further show a negative impact of perceived scarcity on buying behavior, while the effect of scarcity is  anticipated to enhance buying motivation. These results contribute to understanding the significant drivers of flow experiences in live shopping and the implications of perceived scarcity. Enhancing interactive communication between streamers and viewers is essential for businesses while promoting attractive visibility and comprehensive product information during live shopping sessions. Additionally, scarcity effects should be approached with caution only when  necessary to accelerate the call to action. 

… and virtually experience products. This study examines … trust and flow state based on the live-streaming platforms. This … outline of the live-streaming attributes of various platforms, it …

… of real-time interaction in live-streaming social commerce (LSC), … —flow and peak experience—are linked to impulsive buying … characteristics as streamers in live-streaming …

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.

ABSTRACT The rapid growth of livestream shopping, particularly in China’s fashion industry, has reshaped consumer purchasing behavior. This study investigates how IT affordances – metavoicing, guidance shopping, and triggered attending – affect consumer purchase intentions in livestream shopping. The research highlights the mediating roles of co-experience, specifically resonant contagion and cognitive communion, and perceived enjoyment, as well as the moderating effect of Wanghong responsiveness. Data collected from 207 livestream shopping consumers reveal that IT affordances significantly enhance co-experience and perceived enjoyment, which in turn positively influence purchase intentions. High Wanghong responsiveness amplifies the impact of triggered attending affordance on emotional and cognitive engagement, while low responsiveness emphasizes cognitive communion. The findings provide a comprehensive framework for understanding consumer behavior in livestream shopping and offer strategic insights for enhancing user engagement and sales in live commerce settings.

The use of live streaming technology has transcended its marketing function, evolving into a platform for fostering deeper interactions between sellers and consumers. The accessibility of technology, trust, and the flow experience play crucial roles in facilitating transactions within the context of live streaming commerce. These factors influence consumer desire to make purchases and ultimately drive actual purchases. This research aims to investigate the influence of these factors on purchase intention and actual purchases within the context of live streaming commerce services in Indonesia. The data analysis method employed is SEM-PLS, with TikTok as the research subject. TikTok, through its TikTok Shop platform, has become one of the primary choices for live streaming commerce services in Indonesia, with 6 million users as sellers and 7 million users as affiliates. The results of this study show that visibility affordance, metavoicing affordance, and guidance shopping affordance can affect purchase intention which in turn affects actual purchases by customers through trust in seller, trust in platform, and immersion. This research not only provides valuable insights for practitioners and sellers in the field of live streaming commerce, but also provides a foundation for the development of technology platforms that meet market needs.

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.

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.

… emotions, conscious self-control, and compulsive buying. These … self-control, they were less able to resist their impulses to buy, … The view of impulsive buying as failed self-control should …

… self-control is diminished. It is manifested in the symptoms of … between Compulsive Buying Tendency and online shopping (… We failed in an attempt to measure negative shopping …

… buying behavior have largely been ignored. The present research examines the self-control attempts of compulsive buyers. … into the self-control attempts of compulsive buyers. Study 2 …

Abstract In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram users and their impulse buying behavior. The survey was conducted on 635 Iranian Instagram users. Data analysis was conducted using structural equation modeling via SmartPLS 3.0. In an estimated structural model, hedonic browsing has a positive effect on flow, whereas flow has a positive effect on cognitive and affective experience shopping. Additionally, cognitive and affective experience have a positive effect on impulse buying. In particular, flow has a direct effect on online impulse buying. Implications for more effective management of the process of securing online customers through the use of cognitive and affective factors conclude the article.

Abstract Since much online shopping is attributed to online impulse buying, it is important to define this particular shopping process. This process has three important issues, perceived risk for virtual stores as well as e-store design and psychological state for online shopping. This is because consumers are both system users and impulse buyers when shopping on e-stores. E-store design is based on the interaction of customers with e-stores and the expectation-confirmation model supports examination of this issue with a wide familiarity in IT use. Psychological state is emotional responses to the stimulus of products in e-stores and flow theory, with task skill and task challenge as precursors, is suitable for exploring this issue. Grounding on the three issues, this study proposes a new research model with these considerations to thoroughly examine the determinants of online impulse buying. Flow state and customer satisfaction also interact with each other. Empirical research shows an important link for the three defined issues of online impulse buying.

… ' online impulse buying behavior in social commerce, by following the stimulus-organism-response (SOR) paradigm, social capital theory, and flow … data from an online questionnaire. …

… flow experience, technology-use features, and trust belief, this study proposes a novel research model to examine impulse buying behavior … to impulse buying as perceived usefulness is …

… commerce and online retailing, impulse buying behavior has … , sales brought by impulse buying behavior of specific … and/or fun: Measuring hedonic and utilitarian shopping value,…

Abstract Live streaming is a new experience for customers to make online purchases because it is real-time, this has led to a surge in live shopping in e-commerce. The purpose of this study investigates the impulsive shopping behavior of Generation Z during live streaming, which is influenced by real-time interaction variables and bridged by stimulus, cognitive and emotional pleasure. The research method used a purposive sampling technique to collect 119 participants through an online survey. Data analysis was carried out using Smart-PLS software. The test results in this study state that real-time interactivity has a positive and significant effect on perceived enjoyment felt by consumers when watching live streaming shopping and perceived enjoyment has a positive - significant effect on consumer impulse buying behavior when live streaming. The indirect finding of the perceived enjoyment variable can bridge the gap in the relationship between real-time interactivity and impulse buying behavior. The contribution of this research provides an understanding of the impulsive buying behavior of the live-streaming shopping domain by increasing the interesting interaction through Stimulus Organism Response Theory. Business implications could focus on improving the quality of real-time interactions and promoting limited-time live-streaming intent using live streaming e-commerce platforms.

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.

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.

. In social commerce, Generation Z (Gen Z) customers have different motivations to create a flow state that leads to impulse buying behavior. To better understand what motivates Gen Z customers to make impulse purchases in social commerce, this study established a theoretical framework on the antecedents of flow experience and the relationship between flow experience and impulse buying behavior. Based on the research model, the Partial Least Squares Structural model was used to empirically evaluate data from 283 consumers with the previous social media purchase experience. According to the data, the antecedent factors all significantly affect the flow experience, and the flow experience strongly influences impulse buying behavior. Based on the research results, this study proposed some managerial implications for merchants on social networking sites to increase Gen Z’s flow experience and impulsive buying behavior.

Previous research has acknowledged flow as a useful construct for explaining online consumer behavior. However, there is dearth of knowledge about what dimensions of flow and how they actually influence online consumer behavior as flow is difficult to conceptualize and measure. This research examines flow and its effects on online consumer behavior in a unified model which draws upon theory of planned behavior (TPB). The four important dimensions of flow (concentration, enjoyment, time distortion, telepresence) are explored in terms of their antecedent effects on online consumer behavior. Results of this empirical study show that flow influences online consumer behavior through several important latent constructs. Findings of this research not only extend the existing knowledge of flow and its antecedent effects on online consumer behavior but also provide new insights into how flow can be conceptualized and studied in the e-commerce setting.

The advancement of globalization and the emergence of the 4th Industrial Revolution have introduced substantial shifts in digital business. Increased competition and changing patterns of consumer behavior have been especially evident among Generation Z. The present study was conducted to investigate the main factors that influence online impulsive buying in the beauty product sector, with a focus on Generation Z consumers in Bandung, Indonesia. The Stimulus–Organism–Response (SOR) framework served as the foundation of the analysis. Visual appeal and price attributes were considered external stimuli, perceived enjoyment functioned as the mediating construct, and impulsive buying behavior was identified as the outcome. A quantitative method was applied. Data from 385 respondents were collected through purposive non-probability sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that perceived enjoyment played a key mediating role. While visual appeal did not show a direct influence on impulsive behavior, it contributed indirectly by enhancing enjoyment. In contrast, price attributes demonstrated both direct and indirect effects. These findings highlight the importance of emotional responses in online purchasing decisions and support the application of the SOR framework in analyzing behavioral patterns within emerging economies. Practical insights are provided to guide the development of strategies that align with the experiential preferences of Generation Z.

… The dimensions of “enjoyment”, “perceived control” and “merging of … on online purchase intention. However, no significant effects of the concentration and curiosity on online purchase …

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.

… Accordingly, flow experience has been viewed as a crucial … we also realize from flow research that intrinsic enjoyment can … intention, purchase intention and impulse buying are the …

The sustainability of live commerce is closely dependent on the impulse buying behavior of consumers because of its live characters compared to the traditional e-commerce mode. Hunger marketing is a widely adopted mode in live commerce, however, the influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce is currently lacking. Here, based on SOR theory, we carefully studied how external stimulus variables (anchor characteristics, online comments, logistics service quality, promotion incentive information, and promotional time limit) affected consumers’ impulse buying behavior under the inner mechanism reaction factors (perceived trust and perceived value). By collecting questionnaires from 533 Chinese online consumers, we processed these data using SPSS23.0 and analyzed them using the structural equation model (SEM) generated by AMOS 25.0. The results showed that extrinsic stimulus variables (except for the promotional time limit variable) have significant positive effects on impulse buying behavior through partial or total positive effects on intrinsic mechanisms. We analyzed the reasons for all these results in detail, and thought the reason that the promotional time limit did not have a significant impact on the perceived value might be due to the rapid increase in the frequency of live commerce. Moreover, we also put forward the suggestions on the basis of these influencing factors to improve the sustainable development of live commerce.

… the relationship between past purchases and future purchase decisions. This study … frequency in live-stream commerce strengthening the performance of impulse buying tendency and …

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 e-commerce has become one of the mainstream marketing scenarios, attracting the attention of consumers and the academic community. In live-streaming e-commerce, retailers often use limited-time sales to induce a sense of urgency, prompting consumers to make impromptu purchase decisions. However, existing studies show contradictory results regarding the effectiveness and underlying mechanism of this marketing method. This study empirically investigates the relationship between time pressure and impulsive buying, including affective and cognitive aspects, using the Stimulus-Organism-Response (SOR) and Schachter-Singer (SST) theories. The results suggest that time pressure has a positive relationship with impulsive buying, with an affective rather than cognitive focus. Moreover, the relationship between time pressure and affective (vs. cognitive) impulsive buying is mediated by perceived value. Positive emotions positively moderate, while negative emotions negatively moderate, the relationship between time pressure and affective impulsive buying. This study enhances the understanding of how consumers make purchase decisions under time pressure in live e-commerce scenarios.

PurposeE-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.Design/methodology/approachA questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.FindingsThe empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.Originality/valueThis is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.HighlightsI-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.Consumers’ attitude towards influencer ads affects their urge to buy impulsively.Influencer credibility affects consumer attitude via celebrity effect as a mediator.Trust affects consumer attitude via perceived usefulness as a mediator.Entertaining ads help develop favorable consumer attitude.

… for buying impulsively and compulsively in live streaming … affect compulsive buying— the desire to buy motivated by … of live stream commerce makes viewers feel compelled to buy …

PurposeAiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB).Design/methodology/approachThrough collecting cross-sectional data from 608 valid replies, this study adopts an integrated method that combines partial least squares structural equation modeling (PLS-SEM), artificial neural network (ANN) and fuzzy-set qualitative comparative analysis (fsQCA) to analyse.FindingsThe results reveal that the credibility and relevance of live content, the empathy and professionalism of SMIs, and their congruence are critical antecedents of consumers' attachments to live content and SMIs, thus triggering their attachment to endorsement and IB.Originality/valueIn knowledge, this study benefits the scope of the elaboration likelihood model and attachment theory and enriches live streaming commerce literature. In method, an integrated analytical method is used to cope with complex structural relationships in non-linear patterns and predictions, as well as examine the complex causal configurations. In practice, this study facilitates practitioners to further ascertain what attributes in live content and SMIs can foster customer's emotional attachments in choosing endorsers and developing endorsement strategies, thus driving their IB.

Using information technology (IT) affordance theory, this study aims to examine how functional IT affordances (vicarious experience, price perception) and emotional IT affordances [scarcity persuasion, fear of missing out (FOMO)] shape utilitarian and hedonic motivations, influence impulse buying and affect consumer regret and well-being in the context of live streaming (LS) commerce. Data were collected through an online survey of 1,473 consumers across Indonesia, recruited randomly using Meta Ad. The data were analyzed using partial least squares structural equation modeling. Vicarious experience and price perception significantly influence utilitarian motives; however, these motives do not directly lead to impulse buying, instead triggering regret when purchases fail to meet practical expectations. Scarcity persuasion and FOMO drive hedonic motives, which in turn enhance impulse buying and consumer well-being. While impulse buying increases regret, it does not directly affect overall well-being. These results suggest that LS-commerce affordances activate both functional and emotional motivations, creating a paradox in which consumers may feel regret yet still derive positive emotional outcomes from the shopping experience. This study extends IT affordance theory to the LS-commerce context, offering new insights for both information systems and consumer behavior research.

Livestream shopping can potentially contribute to impulse buying because this format's immediacy and interactive nature may induce viewers to make unplanned purchases. As a relatively new concept, livestream shopping is still being explored by retailers and consumers alike. Given its rapid rise in recent years, understanding this phenomenon and its potential is crucial. We applied a two‐study strategy to understand the influencer and environmental characteristics that may affect users' impulse‐buying behavior, adopting a stimulus–organism–response framework in both studies. We applied a partial least squares structural equation model to the gathered data (671 questionnaires), revealing that perceived usefulness influences impulse buying more than perceived enjoyment. This difference is more vivid for more experienced livestream shoppers, who tend to value perceived usefulness under the influence of streamer characteristics. With a qualitative approach, the second study evaluated the performance of a top‐streaming influencer in China to determine whether the survey's most influential variables were adopted during the most successful sale ever. Our findings suggest that endorser style and promotion strategies (scarcity and sales promotions) affect consumer behavior. This study thus provides firms with insights into effectively influencing consumers' impulse‐buying behavior in livestreaming commerce.

… FB feature to make buyers feel like shopping at the … impulse buying in an scommerce realm [1, 2], these research studies did not focus on the effect of FB Live feature on impulse buying …

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 study defines online impulse buying behavior as one that involves a purchase mediated … In addition, the authors [11] found in their study that poor self-regulation of online shopping …

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.

Abstract Impulsive buying behavior is a phenomenon that usually occurs among groups of individuals who have just started to earn income in metropolitan cities such as Jakarta. Young adults are on a stage in their lives where they experience a transition from being financially dependent to fully financially independent individuals. This stage is also marked by the establishment of certain goals that are usually related to monetary issues. Thus, self-regulation is needed to control urges for impulsive buying of unnecessary goods. The result of the study indicates that a negative correlation exists between self-regulation and impulsive buying behavior (r = -.267, p

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.

… to a redefinition of impulse buying as a sudden and powerful urge that arises … purchased and dollars spent, to support our thesis that self-regulation is a determinant of impulsive buying …

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

… media is affected by their own perception of the media or … flow, entertainment, social interaction, and endorsement. We use path analysis to test their relationships with attitude, perceived …

PurposeThis study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions.Design/methodology/approachA scenario-based online survey was conducted among American consumers via Prolific.co, an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent).FindingsThe results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce.Originality/valueThis study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.

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.

Live streaming commerce as a popular marketing method has attracted wide attention, but little is known about why consumers continue to watch live streaming. To fill this research gap, this study draws on social presence theory to examine the impact of sense of community, emotional support, and interactivity on viewers’ social presence, which, in turn, influences their live streaming watching. Furthermore, the moderating role of streamer attractiveness is also investigated. The authors collected survey data from 386 live streaming viewers and used the structural equation model to test the research model. The results reveal that sense of community, interactivity, and emotional support positively affects viewers’ social presence, leading to viewers’ watching live streaming. Furthermore, streamer attractiveness plays a significant moderating role between social presence and live streaming watching. This study provides a unified theoretical framework to explain the intention to watch live streaming based on social presence theory.

Livestream shopping has attracted great attention in an increasingly digitalized society. This study is to explore the mechanism through which social presence and physical presence affect consumer purchase intentions in livestream shopping as an emerging e-commerce model. Based on the flow theory, this study proposes an integrated model to explain the mechanism through which the feeling of presence affects consumers’ purchase intentions in livestream shopping. Empirical data on livestream shopping were collected in China to test the proposed model for an exploratory study. The results show that the feeling of physical presence influences consumers’ purchase intentions through concentration and perceived control, and the feeling of social presence influences consumers’ purchase intentions through concentration and enjoyment, and, thus, both social presence and physical presence are important elements in livestream shopping. This study provides a better understanding on the mechanism of how the feeling of presence helps improve purchase intentions in livestream shopping. This study shows both physical presence and social presence are positively related to consumers’ purchase intention, but with different paths, and, thus, sheds new lights on the feeling of presence and its impact on consumer behaviors in e-commerce.

PurposeThe purpose of this study is to explore how the aesthetics, entertainment value, and parasocial interaction of virtual influencers influence consumer purchasing attitudes. This exploration is particularly focused on understanding how flow, trust, and satisfaction mediate these relationships and how differences in these variables affect consumer behavior.Design/methodology/approachA total of 293 useable online surveys were collected from Mainland Chinese consumers. Multi-item scales were utilized to measure seven constructs: aesthetic value, entertainment value, parasocial interaction, flow experience, perceived trust, perceived satisfaction, and purchase intention. Structural equation modeling (SEM) was employed to identify factor structures and to test the hypothesized relationships.FindingsThe study discovered that the aesthetic value and parasocial interaction facilitated by virtual influencers exert a significant influence on followers' flow experience. Conversely, the impact of entertainment value on flow experience was found to be insignificant. It was further revealed that flow experience directly affects purchase intention and also amplifies purchase intention by a chain-mediating effect involving perceived trust and perceived satisfaction.Originality/valueThis research explores the complexities of virtual influencer marketing and its influence on consumer behavior, focusing on the role of flow experience. It highlights the underlying mechanisms, emphasizing the significance of virtual influencers’ aesthetic appeal and the dynamics of parasocial interactions in shaping consumer engagement. Moreover, the findings reveal that flow experience not only directly enhances purchase intentions but also amplifies this effect through a chain-mediated process involving perceived trust and satisfaction.

… , and AR entertainment on users’ flow experiences. The … of flow experience in influencing impulsive buying and user … Through the integration of flow theory and AR entertainment, …

Abstract The rising trend of online social shopping is evident from the increasing volume of online social commerce. However, despite the importance of this development, only a limited number of studies exist pertaining to the factors that affect social commerce intention. To fill this gap in the research, the present study develops a model identifying the antecedents of social commerce intention. Utilizing stimulus-organism-response (S-O-R) theory and the affordance lens, the current study attempts to explore the role of IT affordance, flow experience, and trust on social commerce intention. For this purpose, the empirical data were collected by means of an e-survey instrument from customers that had previously used a social commerce platform for shopping. The authors used the partial least squares structural equation modeling (PLS-SEM) method to verify the relationships proposed in the model. Our results show that: visibility affordance influences customer purchase intention through trust in the seller and trust in the social media platform; metavoicing affordance influences social commerce intention through flow experience and trust in the social media platform; and guidance shopping affordance influences social commerce intention through flow experience, trust in the seller, and trust in the social media platform. Some significant theoretical and managerial insights are also presented.

Purpose In China, the practice of livestreaming while shopping has evolved from a form of entertainment into a new business strategy. In recent years, the gastronomy industry has also adopted livestreaming as a means of online promotion. Based on the stimulus–organism–response theoretical model, this study aims to investigate the effects of gastronomy livestreaming on viewers’ impulsive consumption by considering gamification, perceived professionalism and telepresence as causative factors. Design/methodology/approach This study conducted a survey of gastronomy livestreaming viewers that received 1,093 responses. The effects of gamification, perceived professionalism and telepresence were then analyzed using partial least squares-path modeling and necessary condition analysis. Findings This study finds that gamification, perceived professionalism and telepresence are sufficient conditions for explaining impulsive consumption. Innovativeness mediates the relationships between these factors and impulsive consumption. Furthermore, gamification and innovativeness represent necessary conditions for impulsive consumption. Practical implications The findings of this study contribute to an enhanced understanding of livestreaming in the gastronomy industry. Based on these findings, managers in the gastronomy industry can use more interactive gamification activities and enhance telepresence to increase viewers’ impulsive consumption during livestreaming sessions. Originality/value This study identifies the modalities through which gastronomy livestreaming can stimulate impulsive consumption. This is an early study to investigate the effect of experiences of gamification, perceived professionalism and telepresence on viewers’ impulsive consumption in the context of gastronomy livestreaming. In addition, this early study investigates the effect of gastronomy livestreaming innovativeness on impulsive consumption.

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.

PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.Design/methodology/approachTo test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.FindingsFirst, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.Originality/valueThis research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.