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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Bibliografiska uppgifter

Huvudupphov:	Chengmin Wang, Baohua Chen, Shoufeng Hu, Jiahui Li
Materialtyp:	Artigo
Språk:	Inglês
Utgiven:	Frontiers Media S.A. 2025-08-01
Serie:	Frontiers in Communication
Ämnen:	impulsive buying anticipated regret cognitive-affective system theory cognitive trust emotional arousal live-streaming shopping
Länkar:	https://www.frontiersin.org/articles/10.3389/fcomm.2025.1547639/full
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