A study on the mechanism of live streamer's behavior characteristics affecting consumers' impulsive buying: The role of perceived value and social identity

With the development of live-streaming e-commerce, consumer needs have expanded beyond pure consumption to include emotional fulfillment, group belonging, and value recognition. Streamers have gathered fan communities with similar preferences through their distinctive behaviors and language, providing a sense of recognition or belonging for consumers, which in turn influences their perceived experience and leads to impulsive purchasing behavior. Based on the mechanisms of perceived value and social recognition, this study constructs and validates a structural equation model of the impact of streamers' behavior on impulsive purchasing, using data collected through a questionnaire survey. The findings show that the attractiveness, professionalism, interactivity, and uniqueness of a streamer's behavior all have a positive effect on impulsive buying through consumers' perceptions of hedonic and utilitarian value. Furthermore, social recognition significantly and positively moderates the impact of perceived hedonic and utilitarian value on impulsive purchasing behavior. This study not only enriches consumer behavior theory in the field of live-streaming e-commerce but also provides practical guidance for the e-commerce live-streaming industry, helping streamers and platforms better understand consumer behavior and optimize live-streaming strategies.