文献类型：期刊文献

英文题名：Impact Mechanisms of Consumer Impulse Buying in Accumulative Social Live Shopping: Considering Para-Social Relationship Moderating Role

作者：Li, Shugang[1];Zhang, Yuqi[1,2];Tang, Yixin[1];Zhao, Wenjing[1];Yu, Zhaoxu[3]

机构：[1]Shanghai Univ, Sch Management, Shanghai 200444, Peoples R China;[2]Jiaxing Univ, Sch Business, Jiaxing 314001, Peoples R China;[3]East China Univ Sci & Technol, Dept Automat, Shanghai 200237, Peoples R China

年份：2025

卷号：20

期号：2

外文期刊名：JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH

收录：;WOS:【SSCI(收录号:WOS:001516700000001)】；

基金：This work was supported by National Natural Science Foundation of China (71871135 and 72271155) and Zhejiang Office of Philosophy and Social Science (25NDJC155YBMS).

语种：英文

外文关键词：social identity; live shopping; impulse buying; para-social interaction; live content design; para-social relationship

摘要：Based on para-social interaction (PSI) theory and social identity perspective, this study explores the mechanisms driving consumers' impulse buying in social live shopping. It examines how live content design, namely information comprehensiveness (INFCOM) and interactivity (INT), affects consumer cognition and affective experiences, namely perceived usefulness (PU), PSI, and sense of belonging (SOB), to generate the influence of the urge to buy impulsively (UBI), and further explores the moderating role of the consumer-broadcaster para-social relationship (PSR) between live content design and consumer experience. Findings indicate that in an accumulative social live shopping environment, comprehensive information and strong interactivity enhance consumer social identity, reduce shopping hesitations and obstacles, and encourage UBI. Forming a close consumer-broadcaster relationship is crucial for promoting social identity and increasing UBI. Even without interactive engagement, consumers who feel a close connection with the broadcaster still experience interaction and SOB. PSR influences impulse buying by enhancing consumer perceptions and thereby promoting UBI. This study advances the understanding of impulse buying from a social identity perspective and suggests that merchants and livestream designers can improve quality and sales by providing comprehensive product information and incorporating diverse interactive elements in live broadcasts.