Evidence map›Paper›PMID 41291941›Full record

ArticleBMC psychology2025

The role of social presence in impulsive buying during live streaming E-commerce: exploring the mechanisms of customer inspiration and positive emotion.

Miaoling Liu, Xiao Chen, Bingcheng Yang, Yuan Gao

Abstract read
PubMed Full text at PMC Publisher
In one paragraph

Article in BMC psychology, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.

0numbers the graph read from it
0cells of the map it votes in
1citing papers in PubMed
–field-weighted citation impact
1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

1 citing paper in PubMed.

  1. Article
4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

4 authors.

Miaoling LiuSchool of Business, Lingnan Normal University, Zhanjiang, 524048, China. 1014483283@qq.com.
Xiao ChenSchool of Business, Lingnan Normal University, Zhanjiang, 524048, China.
Bingcheng YangSchool of Business Administration, Guizhou University of Finance and Economics, No. 288, Huayan Road, Guiyang, 550025, China.
Yuan GaoSchool of Business, Lingnan Normal University, Zhanjiang, 524048, China.

Funding

Guangdong Provincial Philosophy and Social Sciences Plan 2023 discipline co-construction project GD23XGL106Lingnan Normal University School-level talent project ZW22009National Natural Science Foundation Youth Science Fund project 72302063
6 · The paper itself

Abstract

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.

Indexed as

CommerceConsumer BehaviorEmotionsImpulsive BehaviorInternetInterpersonal RelationsAdultFemaleHumansMaleMiddle AgedSurveys and QuestionnairesYoung AdultCustomer inspirationImpulsive buying behaviorLive streaming e-commerceSocial presence

Identifiers

PMID41291941
PMCPMC12750860

What OpenQuestion holds

Textmetadata
LicenceCC BY-NC-ND
Read underepoch 390

Registered trials

None linked

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.