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This research aims to understand how live streaming interactions affect impulse buying among consumers.

Impact of Entertainment Interaction in Live E-commerce on the Impulsive Consumption Behavior of Consumers of Well-known Clothing Brands: A Study of Zhejiang Province, China

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This research aims to understand how live streaming interactions affect impulse buying among consumers.
Distributed 500 questionnaires in Zhejiang Province, China.
Collected 268 valid responses for analysis.
Employed structural equation model for data analysis.
Live streaming interaction significantly impacts impulse buying intention.
Consumer pleasure mediates the relationship between interaction and impulse buying.
User experience moderates the influence of consumer pleasure on impulse buying intention.

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Questionnaire survey reveals consumer behavior changes in live streaming e-commerce, indicating user experience modifies impulse buying.

Sun et al. (2025) studied this question.

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