The Influence of Live Streaming Marketing Strategy on Impulsive Buying: Based on an S-O-R Theoretical Perspective

As live-streaming shopping grows, the phenomenon of impulsive buying in live-streaming shopping has become more prevalent. This study explores the relationship between consumers perceived marketing strategies employed in live shopping broadcasts and consumers impulsive buying behavior. In order to gain a more comprehensive understanding of this trend, the study incorporates both theoretical perspectives from the S-O-R model and empirical data collected from consumers online shopping behaviors. A total of 243 participants answered the questionnaire assessing consumers perceptions of live streaming marketing strategies, their levels of impulsive purchases and associated anxiety. Correlation analysis showed that impulsive purchasing behaviors are positively correlated with live streaming marketing strategies. The research illustrates that live streaming marketing strategies play an important role in impulsive purchasing behaviors via the mediating role of anxiety, highlighting how emotional states can amplify consumers susceptibility to strategic stimuli in digital shopping environments.