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Unveiling the Myth: How Streamer Attractiveness Drives Impulse Buying in Live Streaming

Kefang Li et al.

Services Marketing Quarterly2025https://doi.org/10.1080/15332969.2025.2478732article
AJG 1ABDC B
Weight
0.52

What the paper says

Drawing upon self-determination theory in the live streaming context, this study examines the relationships between streamer attractiveness, parasocial interaction, fear of missing out and consumers’ impulse buying during live streaming events. The data were collected from 345 respondents who regularly participated in live streaming events. The findings reveal both a parallel and sequential mediation impact of parasocial interaction and fear of missing out, linking the streamer attractiveness to the impulsive purchasing behavior of consumers. This research not only illuminates the underlying mechanisms connecting streamer attractiveness to impulse buying but also showcase the significant mediation effect of fear of missing out.

7 citations

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Cite this paper

https://doi.org/https://doi.org/10.1080/15332969.2025.2478732

Or copy a formatted citation

@article{kefang2025,
  title        = {{Unveiling the Myth: How Streamer Attractiveness Drives Impulse Buying in Live Streaming}},
  author       = {Kefang Li et al.},
  journal      = {Services Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/15332969.2025.2478732},
}

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Unveiling the Myth: How Streamer Attractiveness Drives Impulse Buying in Live Streaming

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Evidence weight

0.52

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.47 × 0.4 = 0.19
M · momentum0.68 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.