This research examines live commerce styles affecting impulse purchase intentions in China, suggesting psychological distance significantly mediates this relationship.
Key Points
Live commerce hosts can significantly influence consumer impulse purchase intentions by aligning styles with platform types.
The study found a notable correlation between interactive live streaming styles and entertainment platforms enhancing impulse buying.
An observational analysis reveals psychological distance perception mediates how live commerce styles and platform types affect purchasing behavior.
Understanding these dynamics may help improve operational strategies for businesses leveraging live commerce.