Exploring How the Characteristics of Live Streaming Affect Impulse Buying Behaviour in Live Streaming Commerce: The Mediating Effect of Trust and Flow Experience

Abstract

Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers, and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, with personal sense of power as a moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power, and impulsive buying behavior. An online survey was conducted with 405 consumers who have experience in live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results show that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence positively and significantly influence consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust and flow state to impulsive buying behavior. Practical implications This study helps live streamers and e-retailers better understand how to stimulate consumers’ buying behavior. Additionally, it provides a reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately explored in existing literature.