Fenfang Ye, Anna Marie R. Baloran
In China, live streaming has gradually become a normal part of social life, and its high degree of interactivity, visibility, entertainment, and professionalism makes live streaming commerce more likely to stimulate impulse buying compared to traditional e-commerce. This paper targeted the group of university students, 336 questionnaires were distributed and 300 questionnaires were valid, then Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to explore the factors affecting their urge to buy impulsively. It was found that price perception, purchase convenience and product usefulness positively influence perceived usefulness, while social presence, streamer attractiveness and perceived usefulness positively influences perceived enjoyment, with perceived enjoyment playing a key role in facilitating urge to buy impulsively, and in mediating role between social presence and impulse buying, and streamer attractiveness and impulse buying. This paper also provides targeted guidance suggestions for merchants and live streaming platforms to enhance consumers' enjoyment perception on live streaming platforms by creating social presence, enhancing the streamer's attractiveness, and improving the perception of the live-streaming platform's usefulness. These strategies not only help to deepen the understanding of consumer behavior in China's live streaming commerce environment, but also provide practical development directions for related enterprises, which are conducive to promoting the healthy development of the entire live streaming commerce industry. © 2025 Copyright held by the owner/author(s).
School of Management, Guangdong University of Science and Technology, Guangdong, Dongguan, China; School of Business and Economics, University of San Carlos, Cebu, Philippines
