ArticleBehavioral sciences (Basel, Switzerland)2024
Research on Determinants Affecting Users' Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers' Ability.
Article in Behavioral sciences (Basel, Switzerland), 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
What it found
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Who cites it
4 citing papers in PubMed.
- The Mediating Roles of Two Psychological Experience Pathways: How Cross-Border Live Streaming Interactions Trigger Impulsive Purchases?-The Moderating Effect of AI Enablement.Behavioral sciences (Basel, Switzerland) · 2026Article
- AI virtual streamers in sustainable food marketing: how expertise, interactivity, and anthropomorphism shape consumer acceptance of upcycled foods.Frontiers in nutrition · 2026Article
- Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality.Behavioral sciences (Basel, Switzerland) · 2024Article
- Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.Behavioral sciences (Basel, Switzerland) · 2024Article
Corrections and comments
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Authors and funding
3 authors.
Funding
Abstract
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.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.