Research on the Influence of E-Commerce Live Streaming on Consumers’ Impulsive Purchasing Behaviour—Moderating Effects Based on Emotional Identity and Anchor Characteristics

本研究基于刺激–机体–反应(S-O-R)理论框架，整合社会认同理论与双重加工理论，探究电商直播场景下主播特征(专业性、互动性、可信度)对消费者冲动性购买行为的影响机制，并揭示情感认同的调节作用及性别差异的边界条件。通过对淘宝、抖音、快手平台602名直播购物用户的实证分析，结果表明：1) 主播专业性(β = 0.37, p β = 0.42, p β = 0.29, p 2 = 0.11, p 2 = 0.04, p = 0.082)，印证理性说服需情感强化的双重路径机制；3) 女性消费者对互动性的敏感度较男性高23.6% (p Based on the Stimulus-Organism-Response (S-O-R) theoretical framework, this study integrates the social identity theory and the dual processing theory to explore the influence mechanism of anchor characteristics (professionalism, interactivity, and trustworthiness) on consumers’ impulsive purchasing behaviours in e-commerce live streaming scenarios and to reveal the moderating role of affective identity and the boundary conditions of gender differences. Through empirical analyses of 602 live shopping users on Taobao, Douyin, Kuaishou platforms, the results show that 1) anchor professionalism (β = 0.37, p β = 0.42, p β = 0.29, p 2 = 0.11, p 2 = 0.04, p = 0.082), confirming the dual-path mechanism of rational persuasion requiring emotional reinforcement; 3) female consumers are 23.6% more sensitive to interactivity than males (p < 0.01), which highlights the value of the application of the gender role theory to live streaming consumption scenarios. This study proposes the “ability-emotion” dual-wheel drive model, which provides a theoretical basis for live broadcast e-commerce platforms to optimize the anchor training system and design differentiated operation strategies, and expands the theoretical boundaries of the research on impulsive purchasing behaviours.