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Factors affecting impulse buying behavior in the context of E-commerce live streaming
1Financial Planning Department, Beihua University, 3999 East Riverside Road, Jilin, 132000, China.
Acta Psychologica
|January 6, 2026
Summary
Live-streaming content characteristics significantly drive impulse buying by influencing consumer emotions. Strategies like enhancing professionalism and interactivity can boost impulsive purchases in e-commerce.
Area of Science:
- Consumer Behavior
- E-commerce
- Psychology
Background:
- Impulsive buying is common in live-streaming e-commerce, driven by hedonic needs.
- The Stimulus-Organism-Response (S-O-R) framework is applicable to understanding this behavior.
Purpose of the Study:
- To model how live-streaming content characteristics influence impulse buying.
- To investigate the mediating role of pleasure and arousal in this relationship.
Main Methods:
- Structural Equation Modeling (SEM) with bootstrapping was used.
- Data were collected from 263 respondents in a live-streaming e-commerce context.
Main Results:
- All five tested content characteristics (opinion leadership, professionalism, entertainment, interactivity, promotional intensity) positively influenced impulse buying intentions.
- Pleasure and arousal partially mediated the link between content characteristics and impulse buying.
Conclusions:
- Live-streaming content characteristics effectively trigger emotional responses leading to impulse purchases.
- Integrating emotional factors into shopping models is crucial for live-streaming e-commerce.
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