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<p>With the rapid rise of livestreaming e-commerce, consumers exhibit a pronounced tendency for impulse buying during immersive interactions. This study innovatively integrates the Cognitive-Affective Systems Theory (CAST) and Stimulus-Organism-Response (SOR) model to construct a cognitive-emotional interaction framework, systematically exploring the mechanisms through which streamer interaction orientation influences impulse buying. Using data from 478 Chinese consumers and employing Structural Equation Modeling (SEM) and Bootstrap methods, the study reveals that interaction orientation significantly enhances cognitive trust, emotional arousal, and impulse buying, with emotional arousal exerting a more direct effect. Cognitive trust and emotional arousal partially mediate the relationship between interaction orientation and impulse buying, forming a distinct chained mediation pathway (interaction orientation → emotional arousal → cognitive trust → impulse buying). Streamer professionalism significantly and positively moderates the effects of interaction orientation on cognitive trust and emotional arousal, whereas attractiveness only significantly moderates emotional arousal, showing no notable effect on cognitive trust. These findings challenge existing assumptions about the role of streamer traits, deepen theoretical insights into the dynamics of real-time interaction and cognitive-emotional mechanisms, and offer a novel perspective for research on consumer behavior in livestreaming e-commerce. Practically, this study provides evidence-based guidance for platforms and streamers to optimize interaction strategies and enhance sales conversion rates.</p>

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Interaction orientation and impulse buying in live streaming: moderated by streamer expertise and attractiveness

  • 期刊论文

  • 发表日期：

    2025年7月28日

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  • Chengmin Wang,
  • Baohua Chen,
  • Meiyu Li,
  • Jiahui Li

摘要

With the rapid rise of livestreaming e-commerce, consumers exhibit a pronounced tendency for impulse buying during immersive interactions. This study innovatively integrates the Cognitive-Affective Systems Theory (CAST) and Stimulus-Organism-Response (SOR) model to construct a cognitive-emotional interaction framework, systematically exploring the mechanisms through which streamer interaction orientation influences impulse buying. Using data from 478 Chinese consumers and employing Structural Equation Modeling (SEM) and Bootstrap methods, the study reveals that interaction orientation significantly enhances cognitive trust, emotional arousal, and impulse buying, with emotional arousal exerting a more direct effect. Cognitive trust and emotional arousal partially mediate the relationship between interaction orientation and impulse buying, forming a distinct chained mediation pathway (interaction orientation → emotional arousal → cognitive trust → impulse buying). Streamer professionalism significantly and positively moderates the effects of interaction orientation on cognitive trust and emotional arousal, whereas attractiveness only significantly moderates emotional arousal, showing no notable effect on cognitive trust. These findings challenge existing assumptions about the role of streamer traits, deepen theoretical insights into the dynamics of real-time interaction and cognitive-emotional mechanisms, and offer a novel perspective for research on consumer behavior in livestreaming e-commerce. Practically, this study provides evidence-based guidance for platforms and streamers to optimize interaction strategies and enhance sales conversion rates.