The Effect of Live Commerce Characteristics on Consumers' Emotional Responses and Flow Experiences

Since 2016, live commerce has gained significant attention for providing real-time product information and quality experiences. With increasing demand and intensified platform competition, differentiated strategies that deeply understand consumer experiences, particularly emotional responses and flow experiences, have become essential. This study aims to analyze the impact of live commerce characteristics on consumers' emotional responses and flow experiences using the PAD emotional response model and FLOW theory. A literature review was conducted to examine related concepts of live commerce, PAD emotional response model, and FLOW theory, followed by the establishment of a research model and hypotheses. An empirical analysis was then conducted to identify the specific effects of live commerce characteristics on consumers' emotional responses and flow experiences. The results showed that while informativeness did not significantly affect consumers' dominance and economic value had no significant impact on arousal, other characteristics of live commerce positively influenced consumers' pleasure, arousal, and dominance. Furthermore, consumers' emotional responses were found to significantly affect their flow experiences. Based on these findings, this study provides a theoretical foundation for the design of live commerce platforms and the development of effective marketing strategies.