| This research aims to explore the impact of online live streaming on consumers’ impulse purchasing behavior,and explore the mediating role of positive emotions in it.Specifically,this study takes platform factors,live streaming main traits and live content as influencing factors,and positive emotions as mediating variables to explore their influence mechanism on consumers’ impulse purchasing behavior.To this end,a questionnaire survey was used to collect 427 valid questionnaires from consumers who had used online live shopping platforms,and the data were analyzed using a partial least squares structure equation model(PLS-SEM).The results show that interactivity,perceptual ease of use and perceptual usefulness among platform factors have a significant positive impact on consumers’ positive emotions.However,the physical attractiveness of the main trait of live streaming failed to have a significant impact on consumers’ positive emotions in this study.In addition,the informative and entertaining nature of live content is significantly positively correlated with positive consumer sentiment.At the same time,the data results show that positive consumer sentiment plays a mediating role in the influence of webcasting on impulse buying behavior.This means that webcasting platforms indirectly influence consumers’ impulse buying behavior by influencing consumers’ positive emotions.However,impulse buying is also accompanied by blind decision-making,false publicity,and the problem of inferior products,in order to strengthen the standardized development of the industry,this article recommends that relevant departments and industry associations strengthen supervision and self-discipline mechanisms.Formulate clear industry norms and standards,improve relevant laws and regulations,strengthen qualification review and supervision of industry participants,and safeguard the legitimate rights and interests of consumers.Overall,the findings provide empirical support for the relationship between platform factors,live streaming traits,and the influence of live content on consumers’ positive emotions and impulse buying behavior.At the same time,it calls for strengthening the regulation and supervision of the online live streaming industry,which will help promote the healthy development of the live streaming industry. |
