Live Streaming E-commerce: Understanding what causes the impulse of consumers, what affects people's psyche, and how Live Streaming E-commerce promotes economic development at the same time

With the popularity of live streaming and the impact of the pandemic, people are gradually switching from offline to online shopping. There is evidence that online impulse buying is becoming a growing trend. Although many studies have looked into consumer impulse buying in offline shopping, there has been little attention paid to online impulse buying in live streaming. The purpose of this study is to investigate the impact of the live-streaming model on shoppers' impulse purchases and the resulting economic development using the stimulus-organization response (SOR) framework. We estimated the model with questionnaires and data from shopping software. The results show that the social status and image of the anchor affect impulse purchases directly or indirectly through pleasure. Our findings can help impulse-prone consumers mitigate impulse purchases in the digital world while providing economic evidence for live-streaming operators.