From live streamer quality to impulse buying through cognitive emotional process: a character appraisal–emotion model

Purpose This study aims to develop and validate the character appraisal–emotion model, which integrates cognitive appraisal theory (CAT) and the pleasure–arousal–dominance (PAD) framework to explain how live streamer quality shapes impulse buying in live-streaming commerce. Design/methodology/approach Data from 464 consumers with prior live-stream purchases were analysed using partial least squares structural equation modelling and importance–performance map analysis. Findings Live streamer quality significantly increases pleasure, arousal and dominance and shows a strong total effect on impulse buying, with a significant indirect effect through PAD. Each PAD dimension positively relates to impulse buying, confirming a dual cognitive–emotional pathway. Practical implications Practically, the findings suggest that platforms and brands should strengthen streamer popularity, attractiveness and reputation to stimulate emotional engagement and impulse buying while preserving consumers’ sense of control. Originality/value This study develops the character appraisal–emotion model and demonstrates that live streamer quality exerts both direct cognitive and indirect emotional influences on impulse buying, extending CAT through multidimensional PAD-based mechanisms.