Consumer Impulse Buying in Live streaming Marketing: From the Perspective of

Amid the wave of the digital economy, live streaming marketing has emerged as a significant driver of incremental consumption, with consumer impulse buying behavior within this context holding substantial commercial value. This paper aims to comprehensively review and evaluate existing literature on consumer impulse buying behavior in live streaming marketing, thereby mapping out the research trajectory, key themes, and emerging trends. This paper indicates that existing studies have established a relatively complete theoretical framework. At the theoretical level, research predominantly employs the SOR (Stimulus-Organism-Response) model as a foundational analytical framework, further conducting multi-level theoretical analyses by integrating concepts such as social presence theory. Regarding influencing factors, analyses of the "people-product-place" system reveal that the live streaming host, the atmospheric setting, and the product itself are critical elements in fostering impulse buying; simultaneously, drawing on SOR theory, researchers have systematically identified "stimulus" factors—spanning host characteristics, live streaming scene attributes, and the social environment—that trigger impulse purchases. Furthermore, the study deconstructs the mechanisms at play, specifically examining the mediating and moderating roles of consumer emotional responses, cognitive levels, and personal traits in the relationship between "stimuli" and "impulse buying."