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<p>The rapid expansion of live streaming commerce has significantly altered consumer behavior, particularly concerning impulse buying. This study examines the influence of streamer characteristics—credibility, professionalism, interactivity, and attractiveness—on viewers’ impulse buying intentions. Utilizing the Stimulus-Organism-Response (SOR) model as a theoretical foundation, this research employs a mixed-method approach, combining Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze the data. The findings reveal that these streamer characteristics substantially enhance audience immersion, which mediates the relationship between streamer traits and impulse buying behavior. Additionally, different combinations of streamer characteristics influence impulse buying intentions through various pathways, with comprehensive trait sets proving most effective in maximizing audience engagement and purchase behavior. These insights contribute to a deeper understanding of the mechanisms driving consumer behavior in live streaming environments and offer practical guidance for optimizing live streaming marketing strategies.</p>

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The influence of streamer characteristics on impulse buying intentions in live streaming: an integrated analysis using SEM and FsQCA

  • 期刊论文

  • 发表日期：

    2025年5月29日

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  • Yan Zhang,
  • Tao Zhang

摘要

The rapid expansion of live streaming commerce has significantly altered consumer behavior, particularly concerning impulse buying. This study examines the influence of streamer characteristics—credibility, professionalism, interactivity, and attractiveness—on viewers’ impulse buying intentions. Utilizing the Stimulus-Organism-Response (SOR) model as a theoretical foundation, this research employs a mixed-method approach, combining Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze the data. The findings reveal that these streamer characteristics substantially enhance audience immersion, which mediates the relationship between streamer traits and impulse buying behavior. Additionally, different combinations of streamer characteristics influence impulse buying intentions through various pathways, with comprehensive trait sets proving most effective in maximizing audience engagement and purchase behavior. These insights contribute to a deeper understanding of the mechanisms driving consumer behavior in live streaming environments and offer practical guidance for optimizing live streaming marketing strategies.