Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing

On the basis of the parasocial interaction and social presence that e-commerce livestream marketing can create，this study used structural equation modeling and the bootstrapping analysis method to explore the impact of consumers' characteristics on their impulsive purchase in livestream marketing. According to an empirical analysis of 400 valid questionnaire data, consumers' empathy ability and real-life social avoidance have a significant positive impact on their perception of parasocial interaction, and their sense of loneliness has a significant negative impact on the same. Parasocial interaction has a significant positive impact on impulsive purchase and mediates the influence mechanism of empathy ability, sense of loneliness, and real-life social avoidance on impulsive purchase. Both consumers’ empathy ability and mutual assistance have a significant positive impact on their sense of social presence, but the impact of their social presence on their impulsive purchase is not significant.