Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition
IntroductionOnline shopping’s convenience often drives impulsive buying, yet the associated regret emotions pose challenges for consumer satisfaction and businesses’ long-term customer relationship management. This study investigates how streamer interaction orientation influences impulsive buying i...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-08-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1547639/full |
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