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The sustainability of live commerce is closely dependent on the impulse buying behavior of consumers because of its live characters compared to the traditional e-commerce mode. Hunger marketing is a widely adopted mode in live commerce, however, the influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce is currently lacking. Here, based on SOR theory, we carefully studied how external stimulus variables (anchor characteristics, online comments, logistics service quality, promotion incentive information, and promotional time limit) affected consumers’ impulse buying behavior under the inner mechanism reaction factors (perceived trust and perceived value). By collecting questionnaires from 533 Chinese online consumers, we processed these data using SPSS23.0 and analyzed them using the structural equation model (SEM) generated by AMOS 25.0. The results showed that extrinsic stimulus variables (except for the promotional time limit variable) have significant positive effects on impulse buying behavior through partial or total positive effects on intrinsic mechanisms. We analyzed the reasons for all these results in detail, and thought the reason that the promotional time limit did not have a significant impact on the perceived value might be due to the rapid increase in the frequency of live commerce. Moreover, we also put forward the suggestions on the basis of these influencing factors to improve the sustainable development of live commerce.
Zhang et al. (Sun,) studied this question.