Beyond the screen: How affection drives impulsive purchases in livestreaming e-commerce

The present study aims to examine the processes by which various qualities of live-streaming platforms impact customers impulsive buying behavior. The study primarily focuses on the influence of product, shopping environment, and audience involvement on customer behavior. In order to accomplish this objective, a structural equation model was utilized, and a total of 318 survey responses were analyzed to support our theoretical framework and assumptions. The results of our study indicate that individuals who feel increased levels of pleasure and arousal when engaging in live streaming are more prone to engaging in impulsive purchasing behavior. Furthermore, our research reveals that several external elements, like the level of promotional intensity, features of streamers, and the level of activity in live rooms, significantly influence customers' emotional responses. These affective experiences play a vital role as internal processes through which external cues influence consumers' inclinations towards engaging in impulsive buying behavior. The findings of this study have great importance for businesses and live streamers seeking to improve their marketing techniques and cultivate more immersive live shopping experiences. By comprehending the underlying factors that drive consumer impulse purchasing within the live streaming context, enterprises may customize their product offers, enhance the shopping experience, and augment audience interaction in order to optimize their sales potential. The present study offers valuable insights that may guide marketing decisions and tactics within the ever-changing realm of live streaming, therefore facilitating the success of enterprises in this expanding sector.