Understanding Consumer Impulsive Buying In Livestreaming Commerce: The Role Of Streamer Characteristics, Perceived Value, And Personality Traits
Keywords:
Livestreaming commerce, impulsive buying, streamer characteristics, perceived value, personality traits, narcisissmAbstract
Livestreaming commerce is currently one of the most widely used marketing channels. This study analyzes the influence of streamer characteristics such as attractiveness, expertise, interactivity, and uniqueness on consumer impulsive buying behavior in livestreaming commerce, with perceived value as a mediator and personality traits and narcissism as moderators. Based on a survey of 440 respondents who are users of TikTok Live Commerce in the Tasikmalaya region, it was found that streamer characteristics have a significant influence on the perceived value of consumers, which increases impulsive purchasing. Personality traits such as extraversion and narcissism reinforce this influence, with narcissistic consumers more likely to be influenced by messages that emphasize social status. Although these findings provide practical contributions for marketers to design more effective strategies, this study has limitations in terms of a sample limited to one platform and one region. Further research is recommended to expand the sample coverage in terms of platforms and locations, integrate qualitative approaches to explore psychological factors in depth, further investigate cultural and demographic factors influencing consumption behavior in the digital era, and explore the dynamics between other livestreaming platforms.
References
Alnoor, A., Abbas, S., Khaw, K. W., Muhsen, Y. R., & Chew, X. (2024). Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multicriteria decision approach. Journal of Retailing and Consumer Services, 81, 104057. https://doi.org/10.1016/j.jretconser.2024.104057.
Back, M. D., Küfner, A. C., Dufner, M., Gerlach, T. M., Rauthmann, J. F., & Denissen, J. J. (2013). Narcissistic admiration and rivalry: Disentangling the bright and dark sides of narcissism. Journal of Personality and Social Psychology, 105(6), 1013–1037. https://doi.org/10.1037/a0034431
Bleidorn, W. (2024). Toward a theory of lifespan personality trait development. Annual Review of Developmental Psychology. https://doi.org/10.1146/annurevdevpsych010923101709
Cakanlar, C., & Nguyen, T. (2019). Perceived value and impulsive buying in livestreaming commerce. Journal of Consumer Behavior, 18(4), 305319. https://doi.org/10.1002/cb.1796
Cao, C., Dai, H., & Li, D. (2023). How to promote the healthy development of continuous participation in smart medical and elderly care systems: The dual perspective of perceived value and risk. Digital Health, 9, Article 20552076231197425. https://doi.org/10.1177/20552076231197425.
Chao, F. (2024). The effect of source credibility on sharing debunking messages. Computers in Human Behavior, 152, 107390. https://doi.org/10.1016/j.ipm.2024.103747
Chen, C. C., & Lin, Y. C. (2018). What drives livestream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003
Chen, H., & Lin, H. (2018). Exploring impulsive buying behavior in online shopping: The influence of personality traits. Journal of Business Research, 72, 134144. https://doi.org/10.1016/j.jbusres.2016.12.020
Chen, X., & Lin, C. (2020). The Impact of Live Streaming on Consumer Behavior. Journal of Business Research, 114, 1–12. https://doi.org/10.54097/nadkz803
Cheng, G., Wang, Y., & Li, X. (2024). Exploring consumer responses to official endorsement: The role of source attractiveness and credibility. Frontiers in Psychology, 15, 1363821. https://doi.org/10.3389/fpsyg.2024.1363821
Creswell. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. In Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (p. 142). SAGE Publications.
Gong, H., et al. (2024). Leveraging celebrities with inconsistent attractiveness and credibility for endorsement: A cuediagnosticity perspective. Journal of Retailing and Consumer Services, 78, 103771.
Gong, X., Yee, C. L., Lee, S. Y., Cao, E. Y., & Saif, A. N. M. (2024). Knowledge mapping of impulsive buying behavior research: A visual analysis using CiteSpace. Humanities and Social Sciences Communications, 11, 967. https://doi.org/10.1057/s41599024034739.
Han, J., & Balabanis, G. (2024). Meta analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology & Marketing, 41(2), 394–426.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350
Huang, S.C., Silalahi, A. D. K., Eunike, I. J., & Riantama, D. (2024). Understanding impulse buying in ecommerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15, 100157. https://doi.org/10.1016/j.teler.2024.100157
Huang, S.C., Silalahi, A. D. K., Eunike, I. J., & Riantama, D. (2024). Understanding impulse buying in ecommerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15, 100157. https://doi.org/10.1016/j.teler.2024.100157.
Huang, T., Zhang, Y., & Sun, Y. (2023). The impact of attractiveness and interactivity on consumer trust and purchasing behavior in livestreaming commerce. Journal of Marketing Research, 60(2), 181195. https://doi.org/10.1177/002224372311712
Huang, Z., Sanusi, I., & Li, J. (2023). Exploring the impact of live streamer attributes on consumer purchase intention: An SORbased perspective. International Journal of Academic Research in Accounting, Finance and Management Sciences, 14(4), 223–236. https://doi.org/10.6007/IJARAFMS/v14i4/23754
Huang, Z., Sanusi, I., & Li, J. (2023). Exploring the impact of live streamer attributes on consumer purchase intention: An SORbased perspective. International Journal of Academic Research in Accounting, Finance and Management Sciences, 14(4), 223–236. https://doi.org/10.6007/IJARAFMS/v14i4/23754
Ji, X. (2024). Influence of virtual live streamers' credibility on online sales performance. SAGE Open, Article.
Jiang, Y., Lee, H.T., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on viewers’ purchase and follow intentions. Frontiers in Psychology, 14, Article 1383736.
Khoi, H., Merritt, D., & Wang, M. (2023). Interactive livestreaming as a driver of emotional engagement in digital commerce. Journal of Interactive Marketing, 58, 112. https://doi.org/10.1016/j.intmar.2022.09.004
Khoi, N. H., Merritt, K., & Zhao, Y. (2023). Streamer interactivity and consumer engagement in live streaming commerce. Journal of Retailing and Consumer Services, 74, 103400. https://doi.org/10.1016/j.jretconser.2023.
Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.
Kumar, B., Bagozzi, R. P., Manrai, A. K., & Manrai, L. A. (2022). Conspicuous consumption: A meta-analytic review of antecedents, consequences, and moderators. Journal of Retailing, 98(3), 471–485. https://doi.org/10.1016/j.jretai.2021.10.003
Leite, F. P., Pontes, N., & Schivinski, B. (2024). Influencer marketing effectiveness: Giving competence, receiving credibility. Journal of Travel & Tourism Marketing.
Li, M., & Li, W. (2022). Live streaming commerce and consumer engagement: The mediating role of parasocial relationships. Journal of Business Research, 146, 58–67. https://doi.org/10.1016/j.jbusres.2022.02.018
Li, X., & Li, Z. (2022). Streamers' attractiveness and interactivity as drivers of impulsive buying behavior in livestreaming commerce. International Journal of Retail & Distribution Management, 50(8), 938954. https://doi.org/10.1108/IJRDM0620210274
Li, X., Chen, Y., & Wang, Z. (2022). The impact of anchor attributes and immersive experience on consumer engagement in livestreaming commerce: A stimulusorganismresponse perspective. Telematics and Informatics, 71, 101857. https://doi.org/10.1016/j.tele.2022.101857
Li, X., Li, Y., & Zhang, L. (2025). The role of livestreaming in consumer decision-making: Effects of social presence and streamer's communication style. Journal of Business & Social Media, 10(3), 98112. https://doi.org/10.1002/jbs.1223
Li, X., Wang, Z., & Chen, Y. (2024). The role of streamer characteristics in shaping consumer impulsive buying: Evidence from livestreaming commerce. Current Psychology. https://doi.org/10.1007/s12144024056701
Li, Z., Xie, Y., & Zhang, Q. (2022). The S-O-R model and impulsive buying behavior: Insights from livestreaming commerce. Journal of Consumer Psychology, 45(5), 255267. https://doi.org/10.1016/j.jcpsy.2022.07.008
Liao, H., Zhang, L., & Wang, S. (2023). Distinctiveness and its influence on consumer behavior in livestreaming commerce. Marketing Theory, 23(2), 118133. https://doi.org/10.1177/1470593123112271
Liao, J., et al. (2024). How influencer authenticity management strategies shape digital engagement with sponsored videos. Journal of Business Research.
Liao, S., Luo, M. M., & Li, Y. (2023). Creating immersive and parasocial live shopping experience for viewers: The role of streamers’ interactional communication style. Journal of Research in Interactive Marketing, 17(2), 225–242. https://doi.org/10.1108/JRIM0120220035
Liu, J., Zhang, Y., & Wang, X. (2020). Exploring the role of expertise in livestreaming commerce: How product knowledge affects consumer trust and purchase intentions. International Journal of Information Management, 50, 321330. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Liu, Y., Jiang, Y., & Zheng, S. (2020). Live streaming and consumer purchase intention: The role of streamer expertise and entertainment. Frontiers in Psychology, 11, 595643. https://doi.org/10.3389/fpsyg.2020.595643
Liu, Y., Shang, M., Jia, C., Lim, X.J., & Ye, Y. (2024). Understanding consumers’ continuoususe intention of crowdsourcing logistics services: Empirical evidence from China. Heliyon, 10(8), e29819. https://doi.org/10.1016/j.heliyon.2024.e29819.
Lo, P.S., Dwivedi, Y. K., Tan, G. W.H., Ooi, K.B., Aw, E. C.X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning based dual stage SEM ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013
Lo, P.S., Dwivedi, Y. K., Tan, G. W.H., Ooi, K.B., Aw, E. C.X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deeplearningbased dualstage SEM–ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013.
Ma, X., Zou, X., & Lv, J. (2022). Why do consumers hesitate to purchase in live streaming? A perspective of interaction between participants. Electronic Commerce Research and Applications, 49, 101193.
Mardon, R., Cocker, H., & Daunt, K. (2023). How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research, 50(3),617–644.
https://doi.org/10.1093/jcr/ucad003
McCrae, R. R., & John, O. P. (1992). An introduction to the five‐factor model and its applications. Journal of Personality, 60(2), 175–215. https://doi.org/10.1111/j.14676494.1992.tb00970.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. https://researchleap.com/wpcontent/uploads/2023/10/01_TheStimulusOrganismResponseSORParadigmasaGuidingPrincipleinEnvironmentalPsychology.pdf
S. Setyaningsih And Y. Suchyadi, “Implementation Of Principal Academic Supervision To Improve Teacher Performance In North Bogor,” Jhss (Journal Humanit. Soc. Stud., Vol. 5, No. 2, Pp. 179–183, 2021, Doi: 10.33751/Jhss.V5i2.3909.
Y. Suchyadi And Nurjanah, “Relationship Between Principal Supervision In Increasing The Job Satisfaction Of Private Junior High School Teachers In East Bogor District,” Jhss (Journal Humanit. Soc. Stud., Vol. 02, No. 01, Pp. 26–29, 2018, Doi: Https://Doi.Org/10.33751/Jhss.V2i1.818.
Y. Suchyadi, “Relationship Between Work Motivation And Organizational Culture In Enhancing Professional Attitudes Of Pakuan University Lecturers,” Jhss (Journal Humanit. Soc. Stud., Vol. 01, No. 01, Pp. 41–45, 2017, Doi: Https://Doi.Org/10.33751/Jhss.V1i1.372.
Y. Suchyadi, N. Karmila, And N. Safitri, “Kepuasan Kerja Guru Ditinjau Dari Peran Supervisi Kepala Sekolah Dasar Negeri Di Kecamatan Bogor Utara,” Jppguseda | J. Pendidik. Pengajaran Guru Sekol. Dasar, Vol. 2, No. 2, Pp. 91–94, Nov. 2019, Doi: 10.33751/Jppguseda.V2i2.1453.
R. Purnamasari Et Al., “Student Center Based Class Management Assistance Through The Implementation Of Digital Learning Models,” J. Community Engagem., Vol. 02, No. 02, Pp. 41–44, 2020, Doi: Https://Doi.Org/10.33751/Jce.V2i2.2801.
Y. Suchyadi And H. Suharyati, “The Use Of Multimedia As An Effort To Improve The Understanding Ability Of Basic School Teachers ‘Creative Thinking In The Era ‘Freedom Of Learning,’” In Merdeka Belajar, A. Rahmat, Ed. Yogyakarta: Zahir Publishing, 2021, Pp. 42–53.
Y. Suchyadi Et Al., “Increasing Personality Competence Of Primary School Teachers, Through Education Supervision Activities In Bogor City,” J. Community Engagem., Vol. 01, No. 01, 2019, [Online]. Available: Https://Journal.Unpak.Ac.Id/Index.Php/Jce
Y. Suchyadi Et Al., “Improving The Ability Of Elementary School Teachers Through The Development Of Competency Based Assessment Instruments In Teacher Working Group , North Bogor City,” J. Community Engagem., Vol. 02, No. 01, Pp. 1–5, 2020, Doi: Https://Doi.Org/10.33751/Jce.V2i01.2742.
S. Hardinata, Y. Suchyadi, And D. Wulandari, “Strengthening Technological Literacy In Junior High School Teachers In The Industrial Revolution Era 4.0,” J. Humanit. Soc. Stud., Vol. 05, No. 03, Pp. 330–335, 2021.
H. Suharyati, H. Laihad, And Y. Suchyadi, “Development Of Teacher Creativity Models To Improve Teacher’s Pedagogic Competency In The Educational Era 4.0,” Int. J. Innov. Creat. Chang. Www.Ijicc.Net, Vol. 5, No. 6, Pp. 919–929, 2019, [Online]. Available: Www.Ijicc.Net
Y. Suchyadi, Nurjanah, And N. Karmila, Supervisi Pendidikan: Strategi Meningkatkan Profesionalisme Guru. Bogor: Pgsd Universitas Pakuan, 2020.
Suchyadi, Y., & Suryani, A. "Educational Environment In The Implementation Of Character Education". Jhss (Journal Of Humanities And Social Studies), 5(2), 208-212. 2021.
Marwah, H. S., Suchyadi, Y., & Mahajani, T. "Pengaruh Model Problem Based Learning Terhadap Hasil Belajar Subtema Manusia Dan Benda Di Lingkungannya". Journal Of Social Studies Arts And Humanities (Jssah), 1(1), 42-45. 2021.
Suchyadi, Y., Sunardi, O., Suhardi, E., & Sundari, F. S. "Using A Multimedia For Natural Science Learning In Improving Concept Skills Of Elementary School Teachers".
Billa, Salsa; Purnamasari, Ratih; Suchyadi, Yudhie. Pengembangan Instrumen Tes Pilihan Ganda Berbasis Hots Menggunakan Aplikasi Quizizz Dan Qr-Code Pada Pembelajaran Matematika Materi Pecahan. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2024, 10.04: 335-343.
Hidayat, Nada Syifa; Mulyawati, Yuli; Suchyadi, Yudhie. Pengembangan E-Book Menggunakan Flipbook Pada Muatan Ilmu Pengetahuan Alam Materi Perpindahan Panas Dan Kalor. Cendekiawan, 2024, 6.2: 207-221.
Suchyadi, Yudhie, Et Al. Efektivitas Pembelajaran Menyimak Dongeng Berbasis Youtube Dalam Pembelajaran Bahasa Dan Budaya Sunda. Jurnal Manajemen Pendidikan, 2024, 12.2: 070-073.
Hamzari, Silvia; Anwar, Wawan S.; Suchyadi, Yudhie. Pengembangan Media Pembelajaran Interaktif Berbasis Macromedia Flash Pada Pelajaran Matematika Materi Sudut. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2024, 10.2: 556-567.
Indriani, Rini Sri, Et Al. The Effectiveness Of Learning To Listen To Youtube-Based Fairy Tales In Learning Sundanese Language And Culture. Jhss (Journal Of Humanities And Social Studies), 2024, 6.3: 115-118.
Nuraningsih, Rany, Et Al. Pengembangan E-Modul Menggunakan Canva Pada Tema 4 Sehat Itu Penting Subtema 1 Peredaran Darahku Sehat. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2024, 10.1: 1572-1581.
Listy, Sheren Eriska Priscilia; Kurnia, Dadang; Suchyadi, Yudhie. Pengembangan E-Lkpd Menggunakan Liveworksheet Pada Subtema 3 Usaha Pelestarian Lingkungan. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2024, 10.1: 1314-1323.
Anwar, Wawan Syahiril, Et Al. Penguatan Literasi Teknologi Pada Guru Sekolah Dasar. Jurnal Manajemen Pendidikan, 2024, 12.1: 064-069.
Suchyadi, Yudhie; Indriyani, Sri Rini; Destiana, Dita. Basic Concepts Of Educational Supervision Along With Related Administrative Studies. Jhss (Journal Of Humanities And Social Studies), 2023, 6.3: 406-410.
Purnamasari, Ratih, Et Al. Analisis Kesulitan Belajar Matematika Pada Anak Berkebutuhan Khusus Tunagrahita Ringan Kelas Iv Sdn Perwira. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2023, 9.5: 169-174.
Salsabila, Annisa; Safitri, Nurlinda; Suchyadi, Yudhie. Pengembangan Bahan Ajar E-Book Menggunakan Flipbook Pada Subtema Daerah Tempat Tinggalku. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2023, 9.04: 2305-2317.
Akmal, Erinda Amalia; Safitri, Nurlinda; Suchyadi, Yudhie. Pengaruh Berpikir Kritis Terhadap Kreativitas Siswa. Didaktik: Jurnal Ilmiah Pgsd Stkip Subang, 2023, 9.04: 2610-2617.
Suchyadi, Yudhie, Et Al. Responses To Future Challenges Inclusive Schools For Children With Special Needs. Jhss (Journal Of Humanities And Social Studies), 2023, 7.2: 685-699.
Merritt, D., Zhao, Z., & Wang, M. (2022). Consumer emotional engagement in livestreaming commerce: The power of interactivity and responsiveness. Journal of Interactive Advertising, 22(1), 2339. https://doi.org/10.1080/15252019.2022.2032497
Mert, M., et al. (2023). The mediating role of FoMO and the moderating role of narcissism in online compulsive buying. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2023.1176542
Miller, J. D., & Campbell, W. K. (2008). Comparing clinical and socialpersonality conceptualizations of narcissism. Journal of Personality, 76(3), 449–476. https://doi.org/10.1111/j.14676494.2008.00492.x
Moghddam, H. A., Carlson, J., Wyllie, J., & Rahman, S. M. (2024). Scroll, stop, shop: Decoding impulsive buying in social commerce. Journal of Business Research, 182, 114776. https://doi.org/10.1016/j.jbusres.2024.114776.
Moon, J., Kim, M., & Choi, K. (2022). Narcissism and impulsive buying behavior in online platforms: A psychological perspective. Journal of Business and Psychology, 37(4), 553567. https://doi.org/10.1007/s10869021097569
Niimi, R., Sato, T., & Sato, W. (2023). Good conduct makes your face attractive: The effect of personality information on facial attractiveness judgments. Frontiers in Psychology, 14, 1132475. https://doi.org/10.3389/fpsyg.2023.1132475
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205. https://doi.org/10.1016/S00652601(08)602142
Poushneh, A. (2024). The effect of empathetic response and consumers’ narcissism on decision making in digital platforms. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2024.1298765
Qiao, Y., Yin, X., & Xing, G. (2022). Impact of perceived product value on customerbased brand equity: Marx’s theory—Valuebased perspective. Frontiers in Psychology, 13, 931064. https://doi.org/10.3389/fpsyg.2022.
Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do live streaming and online consumer reviews jointly affect purchase intention? Sustainability, 15(8), 6992.
Qiu, K., Chen, L., & Zhao, J. (2024). How online reviews affect purchase intention: A metaanalysis of review credibility and source expertise. Journal of Retailing and Consumer Services, 76, 103577. https://doi.org/10.1016/j.dim.2023.100058
Razmus, W. (2023). Luxury consumption and the Dark Triad of personality. Journal of Business Research, 169, 114239. https://doi.org/10.1016/j.jbusres.2023.
Ren, S., Liu, H., & Zhang, Y. (2023). Endorsement effectiveness of different social media influencers: The roles of source credibility and product type. Journal of Business Research, 157, 113648. https://doi.org/10.1016/j.jbusres.2022.113476
Sanusi, A., Cheng, Y., & Zhang, H. (2022). Streamers' personality traits and their impact on consumer purchase intent in livestreaming commerce. International Journal of Consumer Studies, 46(3), 277289. https://doi.org/10.1111/ijcs.12721
Sedikides, C., & Hart, C. M. (2022). Narcissism and conspicuous consumption. Current Opinion in Psychology, 46, 101322. https://doi.org/10.1016/j.copsyc.2022.
Semenyna, S. W. (2018). Narcissism. In T. K. Shackelford & V. A. WeekesShackelford (Eds.), Encyclopedia of Evolutionary Psychological Science (pp. 1–5). Springer. https://doi.org/10.1007/9783319169996_6751
Shi, R., Wang, M., Qiao, T., & Shang, J. (2024). The effects of live streamer’s facial attractiveness and product type on consumer purchase intention: An exploratory eyetracking study. Behavioral Sciences, 14(5), 375.
Susmann, M. W., Lewandowsky, S., & Green, J. P. (2022). The independent effects of source expertise and trustworthiness on the effectiveness of retractions. Psychological Science, 33(2), 221–233.https://doi.org/10.3758/s13421022013743
Tang, X., Hao, Z., & Li, X. (2024). The influence of streamers' physical attractiveness on consumer response behavior: evidence from eyetracking experiments. Frontiers in Psychology, 14, Article 1297369.
Tang, X., Zhou, Y., & Zhang, L. (2024). The influence of streamers’ physical attractiveness on consumers’ responses: An eyetracking study. Frontiers in Psychology, 15, 1400729. https://doi.org/10.3389/fpsyg.2024.1400729
Tett, R. P., & Burnett, D. D. (2003). A personality trait–based interactionist model of job performance. Journal of Applied Psychology, 88(3), 500–517. https://doi.org/10.1037/00219010.88.3.500
Uma Sekaran and Roger Bougie (2016), Research Methods for Business (7th ed.), Wiley
Wang, C. (2025). Streamer interaction and consumer impulsive buying in live streaming commerce. Frontiers in Communication, 10, Article 1547639. https://doi.org/10.3389/fcomm.2025.1547639
Wendel, M., Zhang, S., & Liu, Y. (2023). Perceived value and impulsive buying behavior in the context of livestreaming commerce. Journal of Retailing and Consumer Services, 68, 102937. https://doi.org/10.1016/j.jretconser.2023.102937
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese e commerce sector. Acta Psychologica, 249, 104415.
Yu, L., Tang, W., & Gao, W. (2025). A study on the mechanism of live streamer's behavior characteristics affecting consumers' impulsive buying: The role of perceived value and social identity. Acta Psychologica, 255, 104950. https://doi.org/10.1016/j.actpsy.2025.104950
Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763.
Zang, W., Qian, Y., & Song, H. (2022). The effect of perceived value on consumers’ repurchase intention of commercial ice stadium: The mediating role of community interactions. International Journal of Environmental Research and Public Health, 19(5), 3043. https://doi.org/10.3390/ijerph19053043.
Zhang, H., Xu, X., & Liu, Q. (2023). The development of livestreaming commerce inChina: Consumer engagement and purchase intention. Electronic Commerce Research and Applications, 56, 101214. https://doi.org/10.1016/j.elerap.2023.101214
Zhang, J., Li, Q., & Wang, X. (2023). Livestreaming commerce and impulsive buying behavior: A study based on product involvement theory. Journal of Consumer Research, 49(2), 238250. https://doi.org/10.1086/715209
Zhang, N., Fan, X., He, L., Cheng, X., Zhang, L., & Liu, R. (2024). The impact of the seller’s facial image on consumer purchase behavior in peer to peer accommodation platforms. Journal of Retailing and Consumer Services, 80, 103932.
Zhang, W., Yang, Z., & Zhao, L. (2022). Personality traits and consumer behavior in the context of livestreaming commerce: An exploratory study. Journal of Personality and Social Psychology, 123(4), 98112. https://doi.org/10.1037/pspp0000395
Zhao, X., & Wang, L. (2021). Social presence and customer engagement in live streaming commerce: The role of interactivity. Electronic Commerce Research and Applications, 48, 101073. https://doi.org/10.1016/j.elerap.2021.
Zhao, X., & Wang, T. (2021). Interactivity and emotional engagement in livestreaming commerce: Implications for marketers. Journal of Business Research, 126, 315325. https://doi.org/10.1016/j.jbusres.2020.12.043
