The Impact of Livestream Viewing Frequency on Users' Impulse Buying Behavior

This study examines the affective dynamics of impulsive purchases through livestream e-commerce, an emerging media format that blends real-time interactivity with persuasive marketing. While emotional drivers of consumer behavior have been widely recognized, the interplay between emotional arousal and user attitudes remain insufficiently understood in livestreaming environments. Drawing on a cross-sectional survey of 258 participants, this research analyzes how livestream viewing frequency influences impulse buying behavior, with positive and negative emotional arousal as mediators and user attitude as a moderator. The results show that viewing frequency positively predicts impulse buying both directly and through positive emotional arousal, while user attitude significantly moderates this effect. Findings from this study provide a practical basis for optimizing the user experience of the live e-commerce platform. Merchants can stimulate users positive emotions by enhancing interactive design to promote transformation. These insights advance a media-centric view of emotional digital engagement and draw attention to the design implications of interactive media environments.