September 10, 2025Advances in Economics and Management Research

An Empirical Study on the Influencing Factors of Consumers' Impulsive Consumption Behavior in Live-streaming Commerce

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Platform performance was identified as the strongest factor influencing impulsive consumption behavior.
The return policy and switch barrier also significantly impacted consumers’ impulsive buying tendencies.
Optimal stimulation level substantially enhanced the effects of perceived risks and flow experience on impulsive consumption.
The study uncovers the interplay between pre- and post-purchase factors in live-streaming commerce.

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Implication

Empirical analysis reveals key influencers on impulsive consumption in live-streaming, suggesting improvements in return policies and platform performance.

Cite This Study

Nan Luo (2025) studied this question.

synapsesocial.com/papers/68c23f63b210217d64796a45 https://doi.org/10.56028/aemr.14.1.467.2025

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Implication

Empirical analysis reveals key influencers on impulsive consumption in live-streaming, suggesting improvements in return policies and platform performance.

An Empirical Study on the Influencing Factors of Consumers' Impulsive Consumption Behavior in Live-streaming Commerce

Key Points

Discussion

Implication

Cite This Study

An Empirical Study on the Influencing Factors of Consumers' Impulsive Consumption Behavior in Live-streaming Commerce

Key Points

Discussion

Implication

Cite This Study

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