Exploring Consumers’ Impulse Buying Behavior in Live Streaming Shopping

Impulse buying behavior of live streaming shopping is increasingly prevalent in recent years, yet relatively limited knowledge is available on this phenomenon. Based on SOR theory, this paper uses structural equation model to study the influence of live streaming shopping environment clues (streamer attractiveness, social presence and information quality) on consumers’ impulse buying behavior and the mediating roles of cognitive reaction (perceived usefulness) and affective reaction (perceived enjoyment). The model was empirically measured by collecting data from the questionnaire. The results show that streamer attractiveness and social presence can influence consumers’ impulse buying behavior by perceived usefulness and perceived enjoyment, and information quality can influence consumers’ impulse buying behavior by perceived usefulness. These findings enrich the research pertaining to the live streaming context and our understanding of how appropriate marketing measures can change the consumer experience in live streaming shopping to generate more online impulse purchase.