{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,25]],"date-time":"2026-10-25T17:31:02Z","timestamp":1792949462956,"version":"4.5.0"},"reference-count":32,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T00:00:00Z","timestamp":1771545600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"2024 Shanghai Art Science Planning Project: Research on Regeneration Design of Shanghai Rural Landscape under the Perspective of \u2018Beautiful China\u2019 Construction","award":["2024-G-068"],"award-info":[{"award-number":["2024-G-068"]}]},{"name":"2025 Applied Arts Research Project: Research on the Innovation System for Inheritance and Revitalization of Rural Applied Arts from a Cultural Gene Perspective","award":["CNACS2025-A-II-1"],"award-info":[{"award-number":["CNACS2025-A-II-1"]}]},{"DOI":"10.13039\/501100012226","name":"Fundamental Research Funds for the Central Universities","doi-asserted-by":"crossref","award":["CUSF-DH-T-2025012"],"award-info":[{"award-number":["CUSF-DH-T-2025012"]}],"id":[{"id":"10.13039\/501100012226","id-type":"DOI","asserted-by":"crossref"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Under the rapid development of live commerce, impulse buying has become a core consumption phenomenon, yet its psychological triggering pathways across different consumer groups remain to be fully elucidated. Drawing on the S\u2013O\u2013R framework, this study conceptualizes live-stream interactivity, novelty, and streamer attractiveness as external \u201cstimuli,\u201d and positions immersive experience as the core \u201corganism\u201d mechanism, thereby constructing and testing an integrated \u201cstimulus\u2013experience\u2013response (impulse buying intention)\u201d model. Using a mixed-method approach that combines structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), the results show that all three live-stream features significantly enhance impulse buying intention, primarily by strengthening immersive experience, with immersion exerting a significant partial mediating effect. Moreover, consumers\u2019 loneliness significantly amplifies the indirect effect of live-stream features on impulse buying via immersive experience. The fsQCA further uncovers multiple equivalent pathways leading to high impulse buying intention, including a strong-experience pattern centered on \u201cstreamer attractiveness + immersive experience,\u201d as well as a social compensation pattern centered on \u201chigh interactivity + high loneliness.\u201d This study provides a testable theoretical framework, actionable operational strategies, and sustainable ethical guidance for live commerce, offering a pathway for the industry to achieve a \u201chigh experience \u00d7 high conversion \u00d7 high well-being\u201d triple-win outcome.<\/jats:p>","DOI":"10.3390\/jtaer21020068","type":"journal-article","created":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T08:50:03Z","timestamp":1771577403000},"page":"68","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["From Immersion to Purchase: How Live Streaming Catalyzes Impulse Buying Among Consumers"],"prefix":"10.3390","volume":"21","author":[{"given":"Yonggang","family":"Wang","sequence":"first","affiliation":[{"name":"College of Fashion and Design, Donghua University, Shanghai 200051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6288-0478","authenticated-orcid":false,"given":"Huanchen","family":"Tang","sequence":"additional","affiliation":[{"name":"College of Fashion and Design, Donghua University, Shanghai 200051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jingchun","family":"Zhang","sequence":"additional","affiliation":[{"name":"College of Fashion and Design, Donghua University, Shanghai 200051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yubo","family":"Wang","sequence":"additional","affiliation":[{"name":"College of Fashion and Design, Donghua University, Shanghai 200051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiaodong","family":"Liu","sequence":"additional","affiliation":[{"name":"College of Fashion and Design, Donghua University, Shanghai 200051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,2,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"73","DOI":"10.15240\/tul\/004\/2021-2-007","article-title":"E-Commerce Live Streaming\u2014An Emerging Industry in China and a Potential Future Trend in the World","volume":"27","author":"Lu","year":"2021","journal-title":"ACC J."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"3325","DOI":"10.1007\/s10660-023-09793-3","article-title":"The Influence of Atmospheric Cues and Social Presence on Consumers\u2019 Impulse Buying Behaviors in e-Commerce Live Streaming","volume":"25","author":"Shi","year":"2025","journal-title":"Electron. 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