Flow-induced impulse buying and return intentions: strategic implications for live streaming entrepreneurs

Purpose Small entrepreneurs are increasingly turning to social media live streaming for real-time sales, as it enables entrepreneurs to surmount early obstacles and challenges during the initial phases of entrepreneurship. While the positive aspects of live streaming have been extensively researched, the possibility of these benefits leading to adverse consequences remains unexamined. Thus, this study aims to examine how live streaming attributes facilitate the creation of flow, which in turn drives impulsive buying and return intentions, with regret serving as a mediator and flow consciousness as a moderator. Design/methodology/approach A cross-sectional study was conducted where data were collected using a self-administered questionnaire from 463 participants. The gathered data were then analyzed using covariance-based structural equation modeling (CB-SEM) to assess the proposed mediation model. Additionally, the impact of flow consciousness as a moderator was examined using process macro (Model 1). Findings The findings highlight three aspects: first, live streaming attributes induce a state of flow for users; second, impulse buying serially mediates with its sequential parallel mediators’ process and outcome regret, and the relationship between flow and return intention. Third, heightened awareness of the flow intensifies the customer’s regret. Practical implications The research will offer value to online retailers, especially small retailers, dealing the with challenges related to product returns. As it provides insights into diverse tactics for mitigating the adverse effects of shopping encounters arising from live streaming. Originality/value The study provides novel perspectives by delving into the path that influences consumers in deciding whether to return products they’ve procured through live streaming on social media platforms.