The Impact of Live Streaming Platform Attributes on Consumer Impulse Buying: Mediating Roles of Trust and Flow Experience
DOI:
https://doi.org/10.55640/ijmbd-v02i08-01Keywords:
Live streaming commerce, impulse buying, platform attributesAbstract
This study explores how attributes of live streaming platforms influence consumer impulse buying behavior, with a specific focus on the mediating roles of trust and flow experience. As live commerce rapidly transforms digital shopping environments, understanding the psychological mechanisms that drive spontaneous purchasing decisions becomes increasingly relevant. Using a structural equation modeling approach based on data collected from active live streaming users, the research identifies key platform features—such as interactivity, entertainment value, and presenter credibility—that significantly enhance consumer engagement. The analysis reveals that trust in the streamer and platform, along with a strong sense of flow during the viewing experience, play crucial intermediary roles in stimulating impulse purchases. These findings offer strategic insights for marketers and platform developers aiming to optimize user experience and maximize conversion in live commerce settings.
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