The role of social presence in impulsive buying during live streaming E-commerce: exploring the mechanisms of customer inspiration and positive emotion

This research explores the main question related to the relationship between social presence and impulsive buying behavior by understanding the role played by customer inspiration and positive emotion in live streaming e-commerce. The data for this study were obtained from 392 respondents who completed an online survey and who had experience in live streaming e-commerce, and the data were analyzed by AMOS 26.0 with a structural equation model. The results indicate that coexistence presence and emotional presence were positively associated with customer inspiration and impulsive buying behavior; However, communication presence showed no significant association. Coexistence presence, communication presence and emotional presence were positively related to positive emotion. Customer inspiration and positive emotion were significantly linked to impulsive buying behavior. Customer inspiration and positive emotion play intermediary roles in the relationship between coexistence presence and impulsive shopping behavior. Customer inspiration and positive emotion play intermediary roles in the relationship between emotional presence and impulsive shopping behavior. This study contributes to the general body of knowledge about live streaming e-commerce by providing a comprehensive theoretical foundation and practical implications that explain impulsive buying behavior in live streaming e-commerce.