September 10, 2025SAGE OpenOpen Access

Antecedents of Impulse Purchase through Perceived Enjoyment Among Chinese Live Streaming Commerce Consumers

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Impulse purchase behavior is significantly influenced by perceived enjoyment and various antecedents like telepresence.
Analyzing 380 valid responses, the study found serendipity information to be the most crucial factor for enhancing perceived enjoyment.
This research utilized the Social Impact Theory and Stimulus-Organism-Response framework to understand impulse buying behavior.
The findings suggest that effective marketing strategies should focus on enhancing perceived enjoyment for successful impulse purchases.

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Implication

Analysis reveals perceived enjoyment mediates impulse purchase drivers in live streaming commerce consumers, indicating strategic implications for marketers.

Cite This Study

Zhu et al. (2025) studied this question.

synapsesocial.com/papers/68c243f6b210217d647a994a https://doi.org/10.1177/21582440251357159

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Implication

Analysis reveals perceived enjoyment mediates impulse purchase drivers in live streaming commerce consumers, indicating strategic implications for marketers.

Antecedents of Impulse Purchase through Perceived Enjoyment Among Chinese Live Streaming Commerce Consumers

Key Points

Discussion

Implication

Cite This Study

Antecedents of Impulse Purchase through Perceived Enjoyment Among Chinese Live Streaming Commerce Consumers

Key Points

Discussion

Implication

Cite This Study

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