{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,10]],"date-time":"2026-03-10T11:53:26Z","timestamp":1773143606173,"version":"3.50.1"},"reference-count":101,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,4,7]],"date-time":"2025-04-07T00:00:00Z","timestamp":1743984000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Natural Science Foundation of China","award":["71871135"],"award-info":[{"award-number":["71871135"]}]},{"name":"National Natural Science Foundation of China","award":["72271155"],"award-info":[{"award-number":["72271155"]}]},{"name":"National Natural Science Foundation of China","award":["25NDJC155YBMS"],"award-info":[{"award-number":["25NDJC155YBMS"]}]},{"name":"Zhejiang Office of Philosophy and Social Science","award":["71871135"],"award-info":[{"award-number":["71871135"]}]},{"name":"Zhejiang Office of Philosophy and Social Science","award":["72271155"],"award-info":[{"award-number":["72271155"]}]},{"name":"Zhejiang Office of Philosophy and Social Science","award":["25NDJC155YBMS"],"award-info":[{"award-number":["25NDJC155YBMS"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Based on para-social interaction (PSI) theory and social identity perspective, this study explores the mechanisms driving consumers\u2019 impulse buying in social live shopping. It examines how live content design, namely information comprehensiveness (INFCOM) and interactivity (INT), affects consumer cognition and affective experiences, namely perceived usefulness (PU), PSI, and sense of belonging (SOB), to generate the influence of the urge to buy impulsively (UBI), and further explores the moderating role of the consumer\u2013broadcaster para-social relationship (PSR) between live content design and consumer experience. Findings indicate that in an accumulative social live shopping environment, comprehensive information and strong interactivity enhance consumer social identity, reduce shopping hesitations and obstacles, and encourage UBI. Forming a close consumer\u2013broadcaster relationship is crucial for promoting social identity and increasing UBI. Even without interactive engagement, consumers who feel a close connection with the broadcaster still experience interaction and SOB. PSR influences impulse buying by enhancing consumer perceptions and thereby promoting UBI. This study advances the understanding of impulse buying from a social identity perspective and suggests that merchants and livestream designers can improve quality and sales by providing comprehensive product information and incorporating diverse interactive elements in live broadcasts.<\/jats:p>","DOI":"10.3390\/jtaer20020066","type":"journal-article","created":{"date-parts":[[2025,4,10]],"date-time":"2025-04-10T08:46:20Z","timestamp":1744274780000},"page":"66","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Impact Mechanisms of Consumer Impulse Buying in Accumulative Social Live Shopping: Considering Para-Social Relationship Moderating Role"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3170-4073","authenticated-orcid":false,"given":"Shugang","family":"Li","sequence":"first","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}]},{"given":"Yuqi","family":"Zhang","sequence":"additional","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"},{"name":"School of Business, Jiaxing University, Jiaxing 314001, China"}]},{"given":"Yixin","family":"Tang","sequence":"additional","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2926-876X","authenticated-orcid":false,"given":"Wenjing","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}]},{"given":"Zhaoxu","family":"Yu","sequence":"additional","affiliation":[{"name":"Department of Automation, East China University of Science and Technology, Shanghai 200237, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,4,7]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"58","DOI":"10.1016\/j.chb.2018.02.013","article-title":"Social motivations of live-streaming viewer engagement on Twitch","volume":"84","author":"Neill","year":"2018","journal-title":"Comput. 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