Research on the influence mechanism of anchors’ professionalism on consumers’ impulse buying intention in the livestream shopping scenario

For the emerging marketing mode of livestream shopping, this study constructed a model to empirically analyze how anchors’ professionalism affects consumers' impulse buying intention. The results have shown that professional level anchors is positively correlated with intention consumers and sense presence partially plays an intermediary role in interaction between consumers’ In addition, competitive arousal has been found negative moderating effect on relationship presence.