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

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

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 co...

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Bibliographic Details
Main Authors: Shugang Li, Yuqi Zhang, Yixin Tang, Wenjing Zhao, Zhaoxu Yu
Format: Article
Language:English
Published: MDPI AG 2025-04-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
social identity
live shopping
impulse buying
para-social interaction
live content design
para-social relationship
Online Access:https://www.mdpi.com/0718-1876/20/2/66
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