Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition

IntroductionOnline shopping’s convenience often drives impulsive buying, yet the associated regret emotions pose challenges for consumer satisfaction and businesses’ long-term customer relationship management. This study investigates how streamer interaction orientation influences impulsive buying i...

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Ngā kaituhi matua:	Chengmin Wang, Baohua Chen, Shoufeng Hu, Jiahui Li
Hōputu:	Artigo
Reo:	Inglês
I whakaputaina:	Frontiers Media S.A. 2025-08-01
Rangatū:	Frontiers in Communication
Ngā marau:	impulsive buying anticipated regret cognitive-affective system theory cognitive trust emotional arousal live-streaming shopping
Urunga tuihono:	https://www.frontiersin.org/articles/10.3389/fcomm.2025.1547639/full
Ngā Tūtohu:	Tāpirihia he Tūtohu Kāore He Tūtohu, Me noho koe te mea tuatahi ki te tūtohu i tēnei pūkete!