Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance.