Investigate factors influence livestream viewers’ virtual gifting intention and impulse buying behavior

Abstract

Based on the theory of Stimulus-Organism-Response, this study investigated the impact of specific traits of live streamers (such as their expertise and attractiveness) and features of the live scenes (such as telepresence, interactivity, and social presence) on the flow state and parasocial relationship. Additionally, the study explored how these mediating factors influenced viewers’ intention to engage in virtual gifting and their impulsive buying behavior during live streaming. The results show that live scene characteristics could positively affect viewers’ virtual gifting intention and impulsive buying through the mediating role of flow state and parasocial relationship. On the other hand, streamers’ expertise and attractiveness had no significant impact on the flow experience. The findings provide valuable guidance for streamers and livestream platforms to leverage viewer impulsive consumption in the livestream context.