The Impact of Big Data-Driven Live Streaming Promotions on Impulse Buying on Mobile Entertainment Apps: A Moderated Mediation Model Investigating the Role of Pleasure Emotions and External Locus of Control

This paper aims to explore the impact of big data-driven live streaming promotions on consumer impulse buying on the mobile entertainment app. A total of 277 valid questionnaires were collected from Chinese undergraduate students during China's largest e-commerce marketing festival, Double 11, and a moderated mediation model test was conducted. SPSS and AMOS software were employed to analyze the data and test the proposed hypotheses. The results reveal that big data-driven live streaming promotions positively influence impulse buying, mediated by pleasure emotion. Furthermore, external locus of control (specifically chance control) positively moderates the effect of pleasure emotion on impulse buying but does not moderate the direct relationship between live streaming promotions and impulse buying.