ArticleFrontiers in psychology2026
A dual-process psychological model of impulse buying in digital commerce: evidence from livestream and marketplace contexts.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
The rapid rise of livestream social commerce has reshaped online shopping by combining algorithmic personalization, entertainment, and real-time persuasion. However, how algorithmic quality, algorithmic governance, and hedonic experience jointly influence impulse-buying intentions across different digital shopping contexts remains insufficiently understood. Drawing on dual-process perspectives from persuasion and stimulus-organism-response theories, this study develops a dual-route framework explaining how algorithmic and psychological factors drive impulse buying through cue-driven and confidence-based mechanisms. Survey data were collected from 564 Chinese consumers, evenly split between livestream commerce and conventional online marketplaces. The results suggest selective contextual differences. In livestream settings, algorithmic quality and governance function as salient cues that directly stimulate impulse-buying intentions. In contrast, in marketplace environments, hedonic motivation and algorithmic governance primarily influence impulse buying indirectly by strengthening consumers' decision confidence. Configurational analysis further identifies multiple sufficient combinations of technological and motivational conditions that lead to high impulse-buying intentions, demonstrating equifinality across contexts. By integrating algorithmic quality and governance into a dual-route impulse-buying model, this study advances understanding of how transparency and system design actively shape spontaneous consumer behavior. The findings also offer practical guidance for designing transparent, confidence-enhancing, and ethically responsible recommendation systems in digital commerce.
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