This research aims to investigate how streamer interaction quality affects consumer impulse buying through emotional connections.
Moderated mediation model established using parasocial interaction as the mediator and self-construal as the moderator.
Data analyzed from 406 valid questionnaires using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA).
Four dimensions of streamer interaction quality (expertise, empathy, entertainment, reliability) positively predict impulse buying intention with partial mediation from parasocial interaction.
Interdependent self-construal strengthens the link between parasocial interaction and impulse buying intention, while independent self-construal shows no significant moderation.
FsQCA identifies six configurations triggering high impulse buying intention, highlighting the role of interaction dimensions.