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Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli\u2013organism\u2013response (S\u2013O\u2013R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research combines the S\u2013O\u2013R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-03-2021-0203","type":"journal-article","created":{"date-parts":[[2022,9,30]],"date-time":"2022-09-30T09:07:00Z","timestamp":1664528820000},"page":"2611-2631","source":"Crossref","is-referenced-by-count":72,"title":["The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping \u2013 celebrity endorsement as a moderating factor"],"prefix":"10.1108","volume":"36","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7345-9782","authenticated-orcid":false,"given":"Lifu","family":"Li","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4252-9802","authenticated-orcid":false,"given":"Kyeong","family":"Kang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0693-7331","authenticated-orcid":false,"given":"Anqi","family":"Zhao","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4148-1598","authenticated-orcid":false,"given":"Yafei","family":"Feng","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2022,10,4]]},"reference":[{"issue":"1","key":"key2023090605444002600_ref001","first-page":"1","article-title":"Impact of ease of use and usefulness on the driver intention to continue using car navigation systems in the United Arab Emirates","volume":"3","year":"2019","journal-title":"International Journal of Management and Human Science (IJMHS)"},{"issue":"1","key":"key2023090605444002600_ref002","doi-asserted-by":"crossref","first-page":"581","DOI":"10.3390\/ijerph19010581","article-title":"Social media tools for the development of pre-service health sciences researchers during COVID-19 in Pakistan","volume":"19","year":"2022","journal-title":"International Journal of Environmental Research and Public Health"},{"issue":"2","key":"key2023090605444002600_ref003","doi-asserted-by":"crossref","first-page":"204","DOI":"10.1016\/j.im.2016.06.001","article-title":"The state of online impulse-buying research: a literature analysis","volume":"54","year":"2017","journal-title":"Information and Management"},{"issue":"4","key":"key2023090605444002600_ref004","doi-asserted-by":"crossref","first-page":"298","DOI":"10.1108\/IJRDM-04-2013-0074","article-title":"Moderating effects of situational characteristics on impulse buying","volume":"42","year":"2014","journal-title":"International Journal of Retail and Distribution Management"},{"issue":"1","key":"key2023090605444002600_ref005","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1016\/j.tele.2017.12.003","article-title":"What drives live-stream usage intention? 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