Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition

IntroductionOnline shopping’s convenience often drives impulsive buying, yet the associated regret emotions pose challenges for consumer satisfaction and businesses’ long-term customer relationship management. This study investigates how streamer interaction orientation influences impulsive buying i...

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Bibliographic Details

Published in:	Frontiers in Communication
Main Authors:	Chengmin Wang, Baohua Chen, Shoufeng Hu, Jiahui Li
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2025-08-01
Subjects:	impulsive buying anticipated regret cognitive-affective system theory cognitive trust emotional arousal live-streaming shopping
Online Access:	https://www.frontiersin.org/articles/10.3389/fcomm.2025.1547639/full