Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model

The emergence of live-streaming commerce has fueled the phenomena impulse buying. However, existing understanding this phenomenon is relatively limited. In study, we adopted stimulus-organism-response (SOR) paradigm to create an influence mechanism buying behavior in live streaming shopping. We investigated social presence and sales promotion (stimuli) on (response) through flow experience (organism). addition, also examined time availability money availability, two situational variables, as moderators behavior. To explore factors that contribute consumers’ behavior, online survey ( n = 375) was done China. empirical findings indicate positively affect experience, subsequently triggering streaming. results indicated positive moderation availability. Theoretically, live- literature impulse-buying literature. provide insightful managerial implications for merchants better understand develop effective marketing strategy.