消费者为何在直播中出现冲动购买行为：主播的角色

To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance.
为了探讨直播中消费者冲动购买行为的影响因素，基于刺激-有机体-反应框架，我们通过查阅文献，构建了主播如何影响消费者冲动购买行为的模型。通过问卷调查的方式收集数据，利用结构方程模型进行实证研究，探讨主播影响消费者冲动购买行为的机制。结果表明，主播特征（个人魅力、专业精神）和主播表现（互动性、娱乐性）通过影响消费者的信任和流量体验，从而影响消费者的冲动购买行为。实证结果具有重要的理论和实践意义。

As a hot spot in recent years, “live shopping” has gradually integrated into the lives of consumers, changed the traditional buying habits of the public, and become an effective marketing means for major platforms. Since 2017, China’s live streaming e-commerce market has grown rapidly, and the popularity of live commerce has continued to rise. With the continuous popularization of 5G network technology in China in recent years, live streaming technology has also brought innovation and promoted the upgrading of the live streaming industry. China has gone through the initial development stage of live streaming e-commerce. Twitch admitted that China’s live streaming sales market was at “another level”, and the growth rate is faster than other parts of the world [1]. The live streaming industry in china has entered a standardized stage, which is very representative in the global live streaming industry. However, to achieve the refined and stable development of live streaming e-commerce, we still need to pay attention to the details of the live streaming industry.
作为近年来的热点，“直播购物”已逐渐融入消费者的生活，改变了大众的传统购买习惯，成为各大平台有效的营销手段。 2017年以来，中国直播电商市场快速增长，直播电商热度持续走高。近年来，随着5G网络技术在国内的不断普及，直播技术也带来了创新，推动了直播行业的升级。中国已经经历了直播电商的初级发展阶段。 Twitch承认，中国的直播销售市场处于“另一个水平”，而且增长速度比世界其他地区更快[1]。中国的直播行业已进入规范化阶段，在全球直播行业中极具代表性。但要实现直播电商的精细化、稳定发展，仍需关注直播行业的细节。

According to the results of 《the 47th China Statistical Report on Internet Development》 released by CNNIC in 2021, as of December 2020, the users of e-commerce live streaming accounted for 39.2% of the overall internet users, which provided a good foundation for the development of live streaming, and the number of live streaming users is still increasing, indicating that there is a good space for the development of e-commerce live streaming in the future. Both e-commerce platforms and various social business media have taken live shopping as an important development direction. In the top 10 of the “iiMedia Report” in 2020 China live shopping streamer turnover list, it is found that the sales of online live streaming represented by “Li Jiaqi Austin” are 21.861 billion, which highlights the great value of streamers in live shopping. In E-commerce, how to better play the role of streamers is an important problem to be considered.
CNNIC发布的《2021年第47次中国互联网络发展状况统计报告》结果显示，截至2020年12月，电商直播用户占整体网民的39.2%，为电商直播用户规模的扩大提供了良好的基础。直播的发展，且直播用户数量还在不断增加，表明未来电商直播还有良好的发展空间。无论是电商平台还是各类社交电商媒体都将直播购物作为重要的发展方向。在《艾媒报告》2020年中国直播购物主播成交额排行榜前十中发现，以“李佳琦Austin”为代表的线上直播销售额为218.61亿，凸显了主播在直播购物中的巨大价值。在电商中，如何更好地发挥主播的作用是需要考虑的重要问题。

As an important core of “live shopping”, the streamer has a profound impact on consumers’ live shopping decisions [2]. U&G theory holds that people will choose media according to their own needs and motives. In live shopping, consumers are often affected by their utilitarianism, pleasure, and social satisfaction [3]. Streamers often play the role of opinion leaders through live streaming media, using their own charm to attract consumers, with the interaction of improving customer experience, and meet the demand of consumer hedonic and utilitarian, enlarging consumers’ real feelings visually and audibly, to enhance the sense of immersion, create a better virtual social atmosphere, and enhance the social satisfaction of consumers [4]. Some scholars have divided the attributes of e-commerce streamers that have a positive impact on consumers’ online purchase decisions into four categories: charm, recommendation, display, and interaction [5]. However, for live shopping streamers, credibility, professionalism, and interactivity are important factors to arouse consumers’ purchase [6]. Due to the uncertainty of the online environment, the trust in online purchases will be affected by more factors than offline purchases. Therefore, how to improve consumers’ trust in the live shopping scene has become a problem that must be considered. In addition, consumers’ experience in the purchase process is also very important. The performance of the streamer in the live streaming process directly affects consumers’ final purchase.
主播作为“直播购物”的重要核心，对消费者的直播购物决策有着深远的影响[2]。 U&G理论认为，人们会根据自己的需要和动机来选择媒体。在直播购物中，消费者往往会受到功利性、愉悦感、社会满意度的影响[3​​]。主播往往通过流媒体直播扮演意见领袖的角色，利用自身魅力吸引消费者，通过互动改善客户体验，满足消费者享乐性和功利性的需求，在视觉和听觉上放大消费者的真实感受，增强消费者的体验感。沉浸感，营造更好的虚拟社交氛围，提升消费者的社交满意度[4]。有学者将电商主播对消费者网络购买决策产生积极影响的属性分为魅力、推荐、展示、互动四类[5]。然而，对于直播购物主播来说，可信度、专业性、互动性是激发消费者购买的重要因素[6]。由于线上环境的不确定性，线上购买的信任度会比线下购买受到更多因素的影响。因此，如何提高消费者对直播购物场景的信任度成为必须考虑的问题。此外，消费者在购买过程中的体验也非常重要。主播在直播过程中的表现直接影响消费者的最终购买。

Impulse purchase behavior is a common phenomenon in live streaming. In the online survey report on consumer satisfaction with live e-commerce shopping released by the China Consumer Association in 2020, consumers believe that “impulsive consumption is very serious” accounts for the highest proportion, reaching 44.1%, which shows that impulsive purchase behavior occurs frequently in live shopping. For the live streaming platform, consumers’ impulsive purchase behavior in the live streaming is a new development direction. Making full use of this psychological mechanism can effectively promote the development of the live streaming platform. In the context of e-commerce, online impulsive purchase behavior focuses on consumers who lack corresponding resistance due to the stimulation in the online platform and finally produce spontaneous purchase behavior [7]. In the past, most scholars focused on the research of online impulse purchases from the perspective of online purchase environmental factors, network technology, marketing activities, and product types, but there were relatively few studies on consumers’ online impulse purchase behavior from the streamer perspective.
冲动购买行为是直播中的普遍现象。在中国消费者协会发布的2020年直播电商购物消费者满意度网络调查报告中，消费者认为“冲动消费非常严重”的比例最高，达到44.1%，这说明冲动购买行为时有发生经常在直播购物中。对于直播平台来说，消费者在直播中的冲动购买行为是一个新的发展方向。充分利用这种心理机制可以有效促进直播平台的发展。在电子商务背景下，网络冲动购买行为集中在由于网络平台的刺激而缺乏相应抵抗力的消费者，最终产生自发购买行为[7]。过去大多数学者主要从网络购买环境因素、网络技术、营销活动、产品类型等角度对网络冲动性购买进行研究，而从流媒体角度对消费者网络冲动性购买行为的研究相对较少。 。

Therefore, based on the above background and research, and based on the SOR model widely used in consumer behavior research, combined with impulsive purchase behavior and streamer-related research, this paper constructs a theoretical model of the influencing factors of streamer on consumer impulsive purchase behavior in the context of online shopping. The model takes the characteristics and performance of the streamer as stimulus variables, and forms impulsive purchase behavior by affecting consumers’ trust and flow experience; Finally, taking consumers who have had live streaming impulsive purchase behavior as the research object, this paper uses structural equation model for empirical analysis, so as to explore the influence mechanism of streamer on consumers’ impulsive purchase behavior in live streaming platform. The innovation of this article mainly lies in dividing the influencing factors of steamers in live streaming into flow experience and turst, considering flow experience and trust as the main influencing mechanisms, and linking consumer impulse purchasing behavior with the influence of streamers.The main purpose of this study is to explore the role of streamers in live streaming, enrich the research scenarios of live streaming, and provide opinions for live streaming platforms and streaming media, promoting the development and construction of the live streaming industry.
因此，基于上述背景和研究，本文以消费者行为研究中广泛使用的SOR模型为基础，结合冲动购买行为和主播相关研究，构建了主播对消费者冲动购买影响因素的理论模型。在线购物背景下的行为。该模型以主播特征和表现作为刺激变量，通过影响消费者的信任和流量体验形成冲动购买行为；最后，以曾经有过直播冲动购买行为的消费者为研究对象，利用结构方程模型进行实证分析，探讨主播对直播平台消费者冲动购买行为的影响机制。本文的创新点主要在于将直播主播的影响因素分为流量体验和信任，将流量体验和信任作为主要影响机制，将消费者的冲动购买行为与主播的影响力联系起来。本研究旨在探讨主播在直播中的作用，丰富直播的研究场景，为直播平台和流媒体提供意见，促进直播行业的发展和建设。

Live streaming 直播

Live shopping is one of the important means of online marketing activities, which has attracted many scholars to conduct research. Unlike traditional online shopping models, live shopping combines live streaming with e-commerce, enabling real-time interaction, display, and promotion of products with users. It has more intuitive and authentic characteristics, and can effectively facilitate the development of online trading activities. Huang Minxue believes that live shopping is carried out online and relies on the role of the streamer to influence user willingness through interaction and other means. It is a combination of social e-commerce and social marketing [8]. Ma based on the U&G theory, explored the halo effect of internet celebrities on consumer purchase intention in live streaming from the perspective of consumer demand, and confirmed that internet celebrities have an important impact on consumer behavior [9]. Gao et al. supported by a fine processing model, believe that information quality in live streaming is influenced by the central path, and streamer characteristics are influenced by the marginal path on consumer purchase and reaction intention [10]. Therefore, in live streaming scenarios, consumer purchasing intentions are influenced by various factors, and understanding the mechanisms of these factors will play a key role in the development of the live streaming industry.
直播购物是网络营销活动的重要手段之一，吸引了众多学者的研究。与传统网购模式不同，直播购物将直播与电商结合起来，实现与用户实时互动、展示、推广商品。具有更加直观、真实的特点，能够有效促进网上交易活动的开展。黄敏学认为，直播购物是在线上进行的，依靠主播的作用，通过互动等方式影响用户意愿。它是社交电子商务和社交营销的结合[8]。马云基于U&G理论，从消费者需求的角度探讨了网红对直播中消费者购买意愿的光环效应，证实网红对消费者行为具有重要影响[9]。高等人。在精细处理模型的支持下，认为直播中的信息质量受中心路径影响，主播特征受消费者购买和反应意图的边际路径影响[10]。因此，在直播场景中，消费者购买意愿受到多种因素的影响，了解这些因素的作用机制将对直播行业的发展起到关键作用。

Source credibility 来源可信度

Source credibility refers to the ability and motivation of the information source to make the information receiver perceive accurate and true information, which has nothing to do with the information itself. Simple clues can affect the source’s credibility, such as the first image, symbols, etc. [11]. High source credibility makes it easier for individuals to be persuaded. On the contrary, low source credibility reduces the probability of individuals being persuaded. In the field of e-commerce, the credibility of information sources is mainly reflected in the audience’s views on the information sources of products and services. Source credibility is often used to study the effectiveness of celebrity endorsement [12]. In the live shopping scene, there are similarities between the roles of the streamer and the celebrity endorser——the streamer plays the role of opinion leader, and its professionalism and authority are the characteristics that consumers pay more attention to [13]. The charisma and professionalism of streamers are important factors that affect consumers’ attitudes and enhance their trust, thereby affecting consumers’ willingness to purchase.
信源可信度是指信息源使信息接收者感知准确、真实信息的能力和动机，与信息本身无关。简单的线索可以影响来源的可信度，例如第一张图像、符号等[11]。来源可信度高使个人更容易被说服。相反，来源可信度低会降低个人被说服的可能性。在电子商务领域，信息来源的可信度主要体现在受众对产品和服务信息来源的看法。来源可信度经常被用来研究名人代言的有效性[12]。在直播购物场景中，主播和明星代言人的角色有相似之处——主播扮演的是意见领袖的角色，其专业性和权威性是消费者更关注的特征[13]。主播的魅力和专业精神是影响消费者态度、增强信任的重要因素，进而影响消费者的购买意愿。

For the live streaming, the relevant information of the streamer has had some impact on consumers before they watch the live streaming because consumers can know the relevant information of the streamer through the platform, such as the corresponding authentication, title, and other personally identifiable information about the streamer given by the official. Consumers can enhance the source credibility of products and services by streamer’s professionalism and personal charm, so as to affect consumers’ purchase intention.
对于直播来说，主播的相关信息在消费者观看直播之前就已经产生了一定的影响，因为消费者可以通过平台了解主播的相关信息，比如对应的认证、头衔等个人身份信息。关于官方给出的流光。消费者可以通过主播的专业精神和个人魅力提升产品和服务的来源可信度，从而影响消费者的购买意愿。

Social presence theory 社会存在理论

Social presence, proposed in 1976, mainly emphasizes the extent to which the media enables users to experience the existence of others [14]. The current sense of social presence has been used in online education, online shopping, human-computer interaction, information systems, and other fields, with rich research results as a reference. It has been mentioned that social presence has a positive impact on consumer purchase intention. In live streaming, social presence also plays an important role. Social presence has a positive impact on the purchase intention of e-commerce live streaming platforms [15], because, in the online environment, social presence can reduce the uncertainty in the online exchange relationship, which has a positive impact on consumer purchase intention [16]. Although offline shopping has more experience advantages than online shopping [17], the emergence of live shopping can largely compensate for the lack of consumer online shopping experience, and the streamer plays an important role in it. In live shopping, the performance of the streamer narrows the distance with consumers to a certain extent and improves consumers’ experience. Through interaction with consumers, it can create a sense of social presence and bring an immersive experience to consumers [18]. Some scholars have proposed that in mobile video live streaming, the interaction of the streamer will have an impact on consumers’ social presence [19]. In addition, the use of effective strategies for interaction can improve the audience’s social sense, thereby effectively affecting their social presence [20]. The emergence of streamers provides a basis for consumers to have a sense of social presence in online shopping. In virtual face-to-face interaction, consumers can experience a strong sense of social presence.
社会临场感于1976年提出，主要强调媒体使用户体验他人存在的程度[14]。目前社会存在感已应用于在线教育、网络购物、人机交互、信息系统等领域，有丰富的研究成果可供参考。有人提到，社交存在对消费者的购买意愿有正向影响。在直播中，社交存在也发挥着重要作用。社交存在对电商直播平台的购买意愿有正向影响[15]，因为在网络环境中，社交存在可以减少线上交换关系的不确定性，从而对消费者的购买意愿产生正向影响[15]。 16]。虽然线下购物比线上购物更具体验优势[17]，但直播购物的出现可以很大程度上弥补消费者线上购物体验的不足，而主播在其中发挥了重要作用。在直播购物中，主播的表现在一定程度上拉近了与消费者的距离，提升了消费者的体验。通过与消费者的互动，可以营造社交临场感，给消费者带来沉浸式体验[18]。有学者提出，在移动视频直播中，主播的互动会对消费者的社交存在产生影响[19]。此外，使用有效的互动策略可以提高受众的社会意识，从而有效影响他们的社会存在感[20]。主播的出现为消费者在网购中获得社交存在感提供了基础。 在虚拟的面对面互动中，消费者可以体验到强烈的社交存在感。

On the one hand, the theory of social presence is used to explain the situation in the live streaming; On the other hand, it serves as the basis for understanding how streamer performance affects consumers’ online impulse purchase behavior.
一方面，用社会临场感理论来解释直播中的情况；另一方面，它是了解主播性能如何影响消费者在线冲动购买行为的基础。

Flow experience 心流体验

“Flow” refers to the feeling that an individual completely invests his energy in a certain activity, whereas “online flow experience” is defined as the state that consumers are completely immersed in a certain online activity [21], which also exists in live shopping. Nowadays, as a trendy online marketing model, live shopping is closely related to the flow experience, and the streamer plays an important role in improving the flow experience of consumers. Previous studies have found that streamer interaction can enhance consumers’ perceived hedonic shopping value [22]. Some scholars have taken shopping enjoyment as a flow experience to explain online unplanned purchases [23]. In addition, streamer interaction can also affect consumers’ emotional and cognitive responses [24]; The entertainment of the streamer can also enable consumers to achieve an excited and happy psychological state in the shopping process [25], to let consumers enter the state of flow. Flow experience is subdivided into two dimensions: enjoyment and focus, which have a positive impact on consumers’ behavior in online stores [26], because these two states are a positive experience for consumers and can trigger positive emotions. Stimulated by positive emotions, consumers will reduce purchase evaluation and make purchase decisions faster, which is easy to cause impulsive purchase desire [27].
“心流”是指个体将精力完全投入到某项活动中的感觉，而“线上心流体验”则被定义为消费者完全沉浸在某项线上活动中的状态[21]，这种状态在直播购物中也存在。如今，直播购物作为一种时尚的网络营销模式，与流量体验息息相关，而主播在提升消费者流量体验方面发挥着重要作用。先前的研究发现，主播互动可以增强消费者感知的享乐购物价值[22]。一些学者将购物享受视为一种心流体验来解释网上无计划购买[23]。此外，主播互动还会影响消费者的情绪和认知反应[24]；主播的娱乐性还可以使消费者在购物过程中达到兴奋、愉快的心理状态[25]，让消费者进入心流状态。心流体验被细分为两个维度：享受和专注，对消费者在网上商店的行为产生积极影响[26]，因为这两种状态对于消费者来说是一种积极的体验，可以引发积极的情绪。受到积极情绪的刺激，消费者会降低购买评价，更快做出购买决定，容易引起冲动的购买欲望[27]。

Flow experience is an important basis to explain consumers’ live streaming experiences, and it is also an important research direction to explore the impact of consumers’ live impulse purchases.
流量体验是解释消费者直播体验的重要基础，也是探讨消费者直播冲动购买影响的重要研究方向。

Trust 相信

Since the e-commerce platform has become the mainstream development trend of the global retail industry, online shopping has become more and more popular. However, at the same time, due to the virtualization and space-time separation of online shopping, it is easy to cause the asymmetry of product information [28], which affects consumers’ cognition of merchants, improves shopping risk, and reduces the sense of trust. Trust has a direct impact on consumers’ purchase intention in online trading activities [29]. It is also a multidimensional concept, which is divided into cognitive trust and emotional trust [30]. Cognitive trust is a judgment based on the ability and reliability of others, which is an individual’s reasoning based on the behavior information of others in a specific situation [31]; Emotional trust is based on the positive emotions of care and concern shown by the other party [32]. Some scholars have found that cognitive trust and emotional trust have an impact on consumers’ online purchase intention [33].
随着电子商务平台成为全球零售业的主流发展趋势，网上购物越来越受欢迎。但同时，由于网络购物的虚拟化、时空分离，很容易造成商品信息的不对称[28]，影响消费者对商家的认知，提高购物风险，降低购物感。的信任。信任直接影响消费者在线交易活动中的购买意愿[29]。它也是一个多维的概念，分为认知信任和情感信任[30]。认知信任是基于他人的能力和可靠性的判断，是个体在特定情境下根据他人的行为信息进行的推理[31]；情感信任是建立在对方所表现出的关心和关心的积极情感的基础上的[32]。有学者发现认知信任和情感信任对消费者的网络购买意愿产生影响[33]。

Therefore, through the disclosure technology of the live streaming platform, consumers can understand the information about the streamer before watching the live streaming, and this kind of information includes the professionalism and personal charisma of the streamer, which will affect consumers’ first image and judgment, change consumers’ cognitive trust and emotional trust in the live streaming scene, and the positive emotions caused by the trust will lead to consumers’ impulsive purchase behavior in the live streaming.
因此，通过直播平台的披露技术，消费者可以在观看直播前了解主播的信息，而这些信息包括主播的专业水平和个人魅力，这些都会影响消费者的第一印象和判断。 ，改变消费者在直播场景中的认知信任和情感信任，信任引发的积极情绪会引发消费者在直播场景中的冲动购买行为。

Impulsive purchase behavior
冲动购买行为

Impulsive purchase behavior is considered to be unplanned, sudden, and closely related to strong emotions (happiness, excitement) and desires in the shopping process [34]. Impulsive purchase behavior is usually stimulated during shopping [35], which is not only affected by internal factors, including personality, culture, shopping enjoyment tendency, cognition, etc. [36, 37]., but also affected by external factors, such as shopping environment, shopping partner, etc. [38, 39].. In the past, some scholars mentioned that impulsive purchase behavior is affected by many conditions such as economy, place, time, etc., which may lead to the “mixing” of impulsive buying behavior under different buying situations. Therefore, scholars classified impulsive purchase behavior: (A) Pure Impulse Buying: This is truly impulsive buying, the novelty or escape purchase that breaks a normal buying pattern. (B) Reminder impulse buying: their understanding or experience of previous products aroused their memories and stimulated impulse buying. (C) Suggestion impulse buying: this behavior occurs when consumers are unfamiliar with the product they see for the first time and imagine their demand for it. (D) Planned Impulse Buying: Planned impulse buying occurs when the shopper enters the store with some specific purchases in mind, but with the expectation and intention to make other purchases that depend on price specials, coupon offers, and the like [40].
冲动性购买行为被认为是无计划的、突然的，与购物过程中的强烈情绪（快乐、兴奋）和欲望密切相关[34]。冲动性购买行为通常是在购物过程中被激发的[35]，它不仅受到内在因素的影响，包括性格、文化、购物享受倾向、认知等[36, 37]，而且还受到外部因素的影响，例如购物环境、购物伙伴等[38, 39]..过去有学者提到，冲动性购买行为受经济、地点、时间等多种条件的影响，可能导致“混合”不同购买情境下的冲动购买行为。因此，学者们将冲动性购买行为分类为： （A）纯粹冲动性购买：这是真正的冲动性购买，是打破正常购买模式的新奇或逃避性购买。 (B) 提醒性冲动购买：对以前产品的了解或体验引起了他们的记忆，刺激了冲动购买。 (C)建议冲动购买：当消费者对第一次看到的产品不熟悉并想象自己的需求时，就会发生这种行为。 (D) 有计划的冲动购买：当购物者进入商店时心里有一些特定的购买，但期望并打算根据特价、优惠券等进行其他购买时，就会发生计划的冲动购买[40]。

With the continuous development of e-commerce, consumers’ purchase behavior gradually breaks the limitations of time and space, reduces the thinking time of consumers’ purchase decisions, and is more likely to cause impulse purchases behavior [41]. It can be found from the data of “live e-commerce shopping” mentioned above that impulsive purchase behavior accounts for a high proportion of live shopping, which indicates that consumers accept and adapt to the impact of some marketing methods in live shopping [42]. As a new online retail method, live shopping is not only more convenient than offline shopping, but also has a better experience than traditional online shopping, and has the characteristics of high entertainment and interaction. Therefore, the results of previous studies on consumers’ impulsive purchase behavior may not be applicable to live shopping scenarios. Impulse purchasing behavior is common in live streaming, but the cognition of this phenomenon is very scarce. As an indispensable part of live streaming, does the streamer have a corresponding connection with consumers’ impulse purchase behavior?
随着电子商务的不断发展，消费者的购买行为逐渐打破了时间和空间的限制，减少了消费者购买决策的思考时间，更容易引发冲动购买行为[41]。从上述“直播电商购物”的数据可以发现，冲动性购买行为在直播购物中占比较高，这表明消费者接受并适应了直播购物中一些营销方式的影响[42] 。作为一种新的线上零售方式，直播购物不仅比线下购物更加便捷，也比传统网购拥有更好的体验，并且具有高娱乐性、互动性的特点。因此，以往关于消费者冲动购买行为的研究结果可能并不适用于直播购物场景。冲动购买行为在直播中很常见，但人们对这种现象的认知却非常匮乏。主播作为直播不可或缺的一部分，与消费者的冲动购买行为是否存在相应的联系？

Paying attention to the impulsive purchase behavior of consumers in the live streaming scenario can not only expand the research on consumer behavior in this scenario but also provide enterprises with an opportunity to cultivate a better consumption experience for consumers, which is also the reason why impulsive purchase behavior is worth studying.
关注直播场景下消费者的冲动购买行为，不仅可以拓展该场景下消费者行为的研究，也为企业提供了为消费者培养更好的消费体验的机会，这也是冲动购买的原因行为值得研究。

SOR model SOR模型

Mehrabian and other scholars put forward the Stimulus-Organism-Response (S-O-R) model. Stimulus refers to the external factors that lead to changes within the individual, Organism refers to the internal psychological state of the individual, and Response refers to the corresponding behavior of the individual stimulated by the stimulation of the external environment. The model connects individual psychology and behavior and explains the mechanism of individual behavior under the stimulation of the external environment. In the field of e-commerce, scholars have taken website features, live shopping features, and scene atmosphere as stimulus variables to study consumers’ corresponding online purchase intention or behavior, including impulsive purchases and continuous purchases. This study uses the S-O-R framework to study the internal state between the streamer and the consumer’s live streaming impulsive purchase behavior, taking the streamer as the stimulation of the external environment, the flow experience and trust as the consumer psychology, and the consumer’s impulsive purchase behavior as the response.
Mehrabian等学者提出了刺激-有机体-反应（S-O-R）模型。刺激是指导致个体内部发生变化的外部因素，有机体是指个体内部的心理状态，反应是指个体受到外部环境的刺激而产生的相应行为。该模型将个体心理与行为联系起来，解释个体在外部环境刺激下的行为机制。在电子商务领域，学者们以网站特征、直播购物特征、场景氛围为刺激变量，研究消费者相应的网上购买意图或行为，包括冲动性购买和持续性购买。本研究采用S-O-R框架来研究主播与消费者直播冲动购买行为之间的内部状态，将主播视为外部环境的刺激，将流量体验和信任视为消费者心理，将消费者的冲动购买行为作为回应。

From the perspective of the streamer, this study discusses how streamers influence consumers in live streaming. According to the social technology system theory, only by optimizing the social subsystem with emphasis on humanization and the technical subsystem with emphasis on technical capability at the same time can we form a whole [43]. And the streamer not only affects consumers during the live streaming, but also affects consumers before the live streaming. Therefore, we divide the influence of the streamer among consumers into two levels: In the technical aspect of the live streaming platform, the disclosure technology of live streaming enables consumers to pay attention to the streamer information displayed on the platform before live streaming, knowing the characteristics of the streamer, such as the title and personal charm; At the social level, we believe that the performance of the streamer can more effectively change consumers’ experience in live shopping through interaction and entertainment strategies, improving the sense of social presence, and meet consumers’ enjoyment and social needs. Consumers’ trust and flow experience are affected by these two factors respectively, and then affect consumers’ impulsive purchase behavior.
本研究从主播的角度出发，探讨主播如何在直播中影响消费者。根据社会技术系统理论，只有同时优化注重人性化的社会子系统和注重技术能力的技术子系统，才能形成一个整体[43]。而主播不仅在直播过程中影响消费者，也在直播前影响消费者。因此，我们将主播对消费者的影响分为两个层面：在直播平台的技术层面，直播的披露技术可以让消费者在直播前关注平台上显示的主播信息，了解直播内容。主播的特征，例如标题和个人魅力；在社交层面，我们认为主播的表现可以通过互动和娱乐策略更有效地改变消费者的直播购物体验，提高社交存在感，满足消费者的享受和社交需求。消费者的信任度和流量体验分别受到这两个因素的影响，进而影响消费者的冲动购买行为。

Streamer characteristics 流光特性

The streamer’s own characteristics are an important reason to attract consumers to watch live streaming and produce live purchase behavior. This article is divided into two dimensions: the streamer’s charisma and professional characteristics. Some scholars have mined the attributes of e-commerce streamers according to the grounded theory and found that the charm attributes of streamers mainly include appearance, personality, fame, etc., and the “charm” of streamers can change the internal state of consumers, arouse consumers’ sense of excitement, value, and trust, and thus affect consumers’ Online purchase intention [5]. At the same time, the streamer must have professional knowledge about products to better select and recommend [40], attracting the attention of consumers and improving their willingness to watch. The technical availability of the live streaming platform provides more convenience for consumers. With the two characteristics of personal charm and professionalism of the streamer, consumers can understand relevant information before watching the live streaming, to reduce the uncertainty in the process of online purchase.
主播自身的特点是吸引消费者观看直播并产生直播购买行为的重要原因。本文分为主播魅力和职业特质两个维度。有学者根据扎根理论挖掘电商主播的属性，发现主播的魅力属性主要包括外表、性格、名气等，而主播的“魅力”可以改变消费者的内在状态，激发消费者的兴奋感、价值感、信任感，从而影响消费者的网络购买意愿[5]。同时，主播必须具备产品的专业知识，才能更好地进行选择和推荐[40]，吸引消费者的注意力，提高他们的观看意愿。直播平台的技术可用性为消费者提供了更多便利。凭借主播的个人魅力和专业性两大特点，消费者可以在观看直播前了解相关信息，减少网购过程中的不确定性。

As mentioned earlier, trust is divided into emotional trust and cognitive trust. Emotional trust includes relational trust and intuitive trust, which involves consumers’ subjective judgment; Cognitive trust includes ability, integrity, and goodwill trust [44]. Through the information presented by the platform, the streamer shows his/her unique identity with personal charm, which will affect the subjective judgment of consumers and cause consumers to intuitively reflect the streamer positively, to improve emotional trust; The perception of the good image of the streamer will enhance the goodwill trust of the streamer, so the streamer’s charm will have an impact on consumers’ emotional trust and cognitive trust; On the other hand, for the professionalism of the streamer, some titles given to the streamer by the platform reflect the professional level and ability of the streamer to a certain extent. Referring to some studies in the online medical community, the indicators of doctors’ ability will be affected by online information [45]. Similarly, in the live streaming environment, such information will affect consumers’ subjective judgment, because no matter whether they understand what these titles represent or not, they will believe that the streamer will act in a trustworthy way to stimulate emotional trust; For the cognitive trust, the professionalism of the streamer can reflect their strength and ability, improving the sense of the reliability of consumers, and promote the cognitive trust of the streamer. Therefore, it is assumed that:
前面提到，信任分为情感信任和认知信任。情感信任包括关系信任和直觉信任，涉及消费者的主观判断；认知信任包括能力信任、诚信信任和善意信任[44]。主播通过平台呈现的信息，展示自己独特的身份和个人魅力，影响消费者的主观判断，使消费者直观地对主播产生正面评价，提高情感信任度；主播良好形象的感知会增强主播的商誉信任，因此主播魅力会影响消费者的情感信任和认知信任；另一方面，出于主播的专业性，平台给予主播的一些称号在一定程度上体现了主播的专业水平和能力。参考网络医疗界的一些研究，医生的能力指标会受到网络信息的影响[45]。同样，在直播环境中，这些信息会影响消费者的主观判断，因为无论他们是否理解这些标题代表什么，他们都会相信主播会以值得信赖的方式行事，从而激发情感信任；对于认知信任而言，主播的专业程度可以体现其实力和能力，提高消费者的可信度，促进主播的认知信任。因此，假设：

H1a

The personality charm of streamers has a positive impact on consumers’ cognitive trust.
主播的人格魅力对消费者的认知信任产生正向影响。

H1b

The personality charm of streamers has a positive impact on consumers’ emotional trust.
主播的人格魅力对消费者的情感信任产生积极影响。

H2a

The professional characteristics of streamers have a positive impact on consumers’ cognitive trust.
主播的职业特征对消费者的认知信任产生积极影响。

H2b

The professional characteristics of streamers have a positive impact on consumers’ emotional trust.
主播的职业特征对消费者的情感信任产生积极影响。

Streamer Performance 流光性能

Consumers’ experience of watching live streaming is not only affected by technical functions, marketing methods, security, and privacy but also the streamer’s performance plays a role to a large extent. In the live streaming environment, the streamer and consumers can interact through the bullet screen. Consumers ask questions on the bullet screen, and the streamer understands consumers’ needs and communicates through the bullet screen. This interaction meets the interactive behavior in the process of information transmission [46], reducing the psychological distance, improving consumers’ sense of presence, and enriching consumers’ experience of online shopping. The interaction between the streamer and consumers will also cause changes in consumers’ emotions and cognition [6].
消费者观看直播的体验不仅受到技术功能、营销方式、安全性、隐私等因素的影响，主播的表现也在很大程度上发挥着作用。在直播环境中，主播和消费者可以通过弹幕进行互动。消费者在弹幕上提问，主播通过弹幕了解消费者需求并沟通。这种交互满足了信息传递过程中的互动行为[46]，缩短了心理距离，提高了消费者的存在感，丰富了消费者的网络购物体验。主播与消费者的互动也会引起消费者情绪和认知的变化[6]。

The live streaming is highly entertaining because the streamer often puts forward interesting activities, such as playing games, lucky draws, etc. For an online shopping environment with entertainment and innovation, this not only has an impact on consumers’ hedonic value but also is related to utilitarian value. The entertainment in this online environment will significantly affect consumers’ perception of information quality [47]. Live streaming can make the atmosphere in the live streaming room relaxed and entertaining through some strategies, whereas a positive network environment can enable individuals to process more information and predict more positive results [48].
直播的娱乐性很强，主播经常会提出一些有趣的活动，比如玩游戏、抽奖等，对于娱乐性和创新性的网购环境来说，这不仅影响消费者的享乐价值，也关系到消费者的娱乐性。到功利价值。这种网络环境中的娱乐将显着影响消费者对信息质量的感知[47]。直播可以通过一些策略让直播间的气氛变得轻松有趣，而积极的网络环境可以让个人处理更多的信息并预测更积极的结果[48]。

In the live streaming situation, the emergence of the interactive form of live streaming provides consumers with a unique experience. In this environment, interaction can enable consumers to enter the state of flow experience [49]. During the live streaming, consumers can enhance their sense of presence, produce a deeper sense of immersion and improve their concentration through frequent communication and interaction with the streamer. In addition, the process of communication, can not only create a more friendlier and cordial environmental atmosphere but also help consumers solve their doubts and problems about products, letting them better enjoy the fun of shopping. Entertainment is not only a feeling beyond experience but also an important core of consumer experience, which has a positive impact on the acquisition of flow experience [50]. The entertainment atmosphere created by the streamer in the live streaming can attract the attention of consumers and improve their concentration in watching the live streaming, and the entertainment experience brought by the streamer can make consumers happy physically and mentally and enjoy it. Therefore, assumptions are put forward:
在直播场景下，直播互动形式的出现为消费者提供了独特的体验。在这种环境下，交互可以使消费者进入心流体验状态[49]。消费者在直播过程中，通过与主播的频繁沟通和互动，可以增强存在感、产生更深层次的沉浸感、提高注意力。另外，沟通的过程，不仅可以营造更加友好、亲切的环境氛围，还可以帮助消费者解决对产品的疑虑和问题，让他们更好地享受购物的乐趣。娱乐不仅是一种超越体验的感受，也是消费体验的重要核心，对心流体验的获取产生积极影响[50]。主播在直播中营造的娱乐氛围可以吸引消费者的注意力，提高观看直播的专注度，主播带来的娱乐体验可以让消费者身心愉悦、享受其中。因此，提出假设：

H3a

The interactivity of streamers has a positive impact on consumers’ concentration.
主播的互动性对消费者的注意力有积极的影响。

H3b

The interactivity of streamers has a positive impact on consumers’ enjoyment.
主播的互动性对消费者的享受有积极的影响。

H4a

The entertainment of streamers has a positive impact on consumers’ enjoyment.
主播的娱乐性对消费者的享受有积极的影响。

H4b

The entertainment of streamers has a positive impact on consumers’ concentration.
主播的娱乐性对消费者的注意力有积极的影响。

Trust and Impulsive Purchase Behavior
信任与冲动购买行为

In the context of the popularity of the internet, trust is an important factor affecting the whole online purchase process of consumers. High trust can promote the purchase process, whereas low trust will prolong the purchase process. In the e-commerce scene, studies have explored the relationship between trust and purchase behavior: for transactions with uncertainty and information asymmetry in the online environment, consumers’ trust in merchants is the premise [34]. In the process of online shopping, trust has a positive impact on consumers’ purchase intention [51], On the other hand, online impulsive purchase behavior is easily affected by positive emotions caused by consumer experience [52]. The personal charm and professionalism of the streamer will improve the trust in the information source and make consumers feel at ease, thus affecting consumers’ impulse purchase intention. In addition, this trust can affect consumers’ decision-making from other aspects, such as reducing their perception of loss and subjective speculation about the results. Moreover, in the live streaming situation, consumer trust will play an important role in promoting the rapid conclusion of the transaction, which is more conducive to the generation of an impulsive purchase. Therefore, the more consumers trust the streamer, the more impulsive purchase behavior will be aroused in the process of watching the live streaming. Therefore, it is assumed that:
在互联网普及的背景下，信任是影响消费者整个网络购买过程的重要因素。高信任度可以促进购买过程，而低信任度会延长购买过程。在电子商务场景中，研究探讨了信任与购买行为之间的关系：对于在线环境中不确定性和信息不对称的交易，消费者对商家的信任是前提[34]。在网络购物过程中，信任对消费者的购买意愿产生积极影响[51]，另一方面，网络冲动性购买行为很容易受到消费者体验引起的积极情绪的影响[52]。主播的个人魅力和专业精神会提高消费者对信息源的信任度，让消费者感到放心，从而影响消费者的冲动购买意愿。此外，这种信任还可以从其他方面影响消费者的决策，例如减少他们对损失的感知以及对结果的主观猜测。而且，在直播场景下，消费者信任对于交易的快速达成将起到重要的促进作用，更有利于冲动购买的产生。因此，消费者对主播的信任度越高，在观看直播的过程中就越会激发冲动的购买行为。因此，假设：

H5a

cognitive trust caused by streamer features has a positive impact on consumers’ impulsive purchase behavior.
主播特征引起的认知信任对消费者的冲动购买行为有正向影响。

H5b

emotional trust caused by streamer features has a positive impact on consumers’ impulsive purchase behavior.
主播特征带来的情感信任对消费者的冲动购买行为有正向影响。

Flow Experience and Impulsive Purchase Behavior
心流体验与冲动购买行为

The flow experience obtained by consumers in the live streaming has a positive impact on consumers’ impulsive purchase behavior. Some studies have confirmed that there is a significant correlation between emotion and consumers’ impulsive purchases [53]. Positive emotion positively affects consumers’ impulsive purchase behavior, and flow experience can improve consumers’ positive emotions. In the state of flow, people can enjoy the peak of the experience, making their hearts full and harmonious, focused, and pleasant. This experience full of positive emotions affects consumers’ impulsive purchase behavior. The performance of the streamer in live streaming attracts the attention of consumers. On the one hand, consumers pay attention to the relevant information about products, on the other hand, the live streaming content can also bring fun to consumers. Therefore, consumers are satisfied with utilitarianism and pleasure, which is more likely to cause impulse purchase desire. In the internet environment, the purchase is not limited by space and time, so the impulse purchase desire caused is more likely to change into impulse purchase behavior. To sum up, it is proposed that streamer performance is easier to bring a good experience, resulting in consumers’ impulsive purchase behavior. Therefore, it is assumed that:
消费者在直播中获得的流量体验对消费者的冲动购买行为有正向影响。一些研究证实，情绪与消费者冲动购买之间存在显着相关性[53]。积极情绪正向影响消费者的冲动购买行为，而心流体验可以提高消费者的积极情绪。在心流的状态下，人们可以享受到巅峰的体验，使内心充实和谐、专注、愉悦。这种充满积极情绪的体验影响着消费者的冲动购买行为。主播在直播中的表现吸引了消费者的关注。一方面，消费者关注产品的相关信息，另一方面，直播内容也能给消费者带来乐趣。因此，消费者满足于功利性和愉悦性，更容易引起冲动性购买欲望。在网络环境下，购买不受空间和时间的限制，因此引起的冲动购买欲望更容易转变为冲动购买行为。综上所述，提出流媒体表演更容易带来良好的体验，从而产生消费者的冲动购买行为。因此，假设：

H6a

the enjoyment caused by the streamer’s performance has a positive impact on consumers’ impulsive purchase behavior.
主播表演带来的享受对消费者的冲动购买行为有正向影响。

H6b

the concentration caused by the streamer’s performance has a positive impact on consumers’ impulsive purchase behavior.
主播表演引起的集中度对消费者的冲动购买行为有正向影响。

Figure 1 presents the basic framework.
图 1 展示了基本框架。

Research model 研究模型

Full size image 全尺寸图像

Measures 措施

The questionnaire is mainly divided into two parts: the first part is mainly the measurement of variables. Based on using the maturity scale, the items are adjusted and modified appropriately. For the foreign language scale in the literature, multiple translations and back translations are carried out to ensure the accuracy of language expression. As shown in Table 1.
问卷主要分为两部分：第一部分主要是变量的测量。在使用成熟度量表的基础上，对项目进行适当调整和修改。对于文献中的外语量表，进行多次翻译和回译，以保证语言表达的准确性。如表1所示。

Personal charisma 个人魅力

The streamer’s personal charm mainly refers to the research scale of Hyun Jung Park and Fengjun Liu [22, 54],which comprises four items (e.g.,“The appearance of the streamer attracts me”).Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).The internal consistency coefficient of this questionnaire in our study was 0.817.
主播的个人魅力主要指朴贤正和刘凤军的研究量表[22, 54]，该量表由四个项目组成（例如“主播的外表吸引我”）。参与者对每个项目进行5分评分李克特量表，范围从1（非常不同意）到5（非常同意）。我们研究中该问卷的内部一致性系数为0.817。

Professionalism 专业精神

Professionalism mainly refers to the research scale of Yang Nan and other scholars [43, 55],which comprises three items (e.g.,“When I see the official authentication of the streamer’s identity, I think the streamer has a wealth of knowledge in the field of this product”).Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).The internal consistency coefficient of this questionnaire in our study was 0.76.
专业性主要指杨楠等学者的研究量表[43, 55]，包括三项（例如，“当我看到主播身份的官方认证时，我认为主播在该领域拥有丰富的知识”）。参与者采用 5 点李克特量表对每个项目进行评分，范围从 1（非常不同意）到 5（非常同意）。我们研究中该问卷的内部一致性系数为 0.76。

Interactivity and entertainment
互动性和娱乐性

Interactivity and entertainment mainly refer to the research results of Chia Chen Chen, Liu Zhongyu and other scholars [56, 57],which comprises four items (e.g.,“The streamer has good interaction with me”)and three items(e.g.,“I think the streamer’s performance is very interesting”)Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).These two internal consistency coefficient of this questionnaire in our study were 0.75 and 0.788.
互动性和娱乐性主要参考贾晨晨、刘忠宇等学者的研究成果[56, 57]，包括四项（如“主播跟我互动很好”）和三项（如“我”）。认为主播的表演很有趣”）参与者对每个项目进行了5点李克特量表评分，范围从1（非常不同意）到5（非常同意）。我们研究中该问卷的两个内部一致性系数分别为0.75和0.788 。

Emotional Trust and Cognitive Trust
情感信任和认知信任

Emotional Trust and Cognitive Trust mainly refers to the research scale of Nick hajli, apiradee wongkitrungrueng, Devon Johnson and other scholars [58,59,60],which comprises four items (e.g.,“The streamer will treat me with enthusiasm and care”)and four items(e.g.,“I will rely on the streamer to provide information about the product for analysis and judgment before buying the product”)Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).These two internal consistency coefficient of this questionnaire in our study were 0.781 and 0.746.
情感信任和认知信任主要指Nick hajli、apiradee wongkitrungrueng、Devon Johnson等学者的研究量表[58,59,60]，由四个项目组成（例如，“主播会热情、关心地对待我”）和四个项目（例如，“在购买产品之前，我会依靠主播提供有关该产品的信息进行分析和判断”）参与者按照 5 点李克特量表对每个项目进行评分，范围从 1（非常不同意）到 5 （非常同意）。我们研究的这份问卷的两个内部一致性系数分别是0.781和0.746。

Enjoyment and concentration
享受和专注

Enjoyment and Concentration mainly refers to the research scale of Ettis and other scholars [27, 61],which comprises five items (e.g.,“Watching live streaming is my favorite activity”)and four items(e.g.,“My attention is focused on the live streaming”).Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).These two internal consistency coefficient of this questionnaire in our study were 0.839 and 0.895.
享受和专注主要指Ettis等学者的研究量表[27, 61]，包括5个项目（例如“观看直播是我最喜欢的活动”）和4个项目（例如“我的注意力集中在参与者对每个项目采用5点李克特量表进行评分，范围从1（非常不同意）到5（非常同意）。我们研究中该问卷的两个内部一致性系数分别为0.839和0.895。

Impulsive purchase behavior
冲动购买行为

Impulsive purchase behavior refers to the research results of Wu and other scholars [27, 61],which comprises five items (e.g.,“I often buy things I didn’t intend to buy in the live streaming”).Participants rated each item on a 5-point Likert scale, ranging from 1 (very disagree) to 5 (very agree).The internal consistency coefficient of this questionnaire in our study was 0.749.
冲动性购买行为是指吴等学者的研究成果[27, 61]，包括五个项目（例如“我经常在直播中买一些本来不想买的东西”）。参与者对每个项目进行评分5点李克特量表，范围从1（非常不同意）到5（非常同意）。我们研究中该问卷的内部一致性系数为0.749。

The second part is the collection of personal basic data, such as gender, income, etc. The questionnaire adopts the Likert 5 scale to measure the above items, “1” means “very disagree” and “5” means very agree. After sorting out the first draft of the questionnaire, a simple pre-test was carried out on the questionnaire: recruit in-depth users of live shopping to evaluate the questionnaire, take the purchase frequency and purchase times in the live streaming as the basis to judge the in-depth users, and evaluate whether the situation of the questionnaire is suitable or omitted, whether the items are clear and unambiguous, and whether the description of the questionnaire is close to the real situation, Finally, adjust the questionnaire to make it easy to understand.
第二部分是个人基本数据的收集，如性别、收入等。问卷采用李克特5级量表对上述项目进行衡量，“1”表示“非常不同意”，“5”表示非常同意。在整理完调查问卷初稿后，对调查问卷进行了简单的预测试：招募直播购物的深度用户对调查问卷进行评估，以直播中的购买频次和购买次数为依据，对深入用户进行判断，评价问卷的情况是否合适或省略，项目是否清晰无歧义，问卷的描述是否接近真实情况，最后对问卷进行调整，使之符合实际情况。容易明白。

Procedure 程序

The present study was conducted in accordance with the recommendations of the Ethics Committee of the School of Psychology, Sichuan Agricultural University, and approved by the same committee.And the study was performed in line with the principles of the Declaration of Helsinki.
本研究根据四川农业大学心理学院伦理委员会的建议进行，并经该委员会批准。本研究按照赫尔辛基宣言的原则进行。

After revising the questionnaire, a total of 375 electronic questionnaires were distributed through the “Questionnaire Star” platform on Weibo, QQ groups, and live streaming communities. After removing the samples that did not produce impulsive purchase behavior in the “live shopping” and some invalid samples, 250 valid questionnaires were finally recovered. The respondents were people who had impulsive purchase behavior on the live platform, there are corresponding screening questions in the questionnaire (have you ever had impulsive purchase behavior in “live shopping?) And attention-check questions to ensure the quality of the questionnaire.
问卷修改后，通过微博、QQ群、直播社区等“问卷星”平台发放电子问卷共375份。剔除“直播购物”中未产生冲动购买行为的样本和部分无效样本后，最终回收有效问卷250份。受访者为在直播平台上有过冲动购买行为的人群，问卷中设有相应的筛选问题（您在“直播购物中是否有过冲动购买行为？”）和注意检查问题，以保证问卷的质量。

From the 250 valid data collected(see Table 2), the number of women is too large, accounting for the majority (78.8%), on the contrary, the number of men is relatively low (21.2%), but previous studies have found that women are often more likely to buy impulsively than men [53], so it is reasonable. In terms of age, most people are concentrated in the range of 18–35 years old. According to the results of the “online survey report on consumer satisfaction of live e-commerce shopping”, post-80s, the 90s, and 00s are the main force of online shopping at present, so the age structure should also be appropriate. In general, in this survey, the collection of samples is roughly consistent with the corresponding literature and data. The following are the descriptive statistics of the samples:
从收集到的250份有效数据来看（见表2），女性数量过多，占大多数（78.8%），相反，男性数量相对较少（21.2%），但之前的研究发现女性往往比男性更容易冲动购买[53]，所以这是合理的。从年龄来看，大部分人集中在18-35岁区间。根据《网上直播电商购物消费者满意度调查报告》结果显示，80后、90后、00后是目前网购的主力军，因此年龄结构也应该合适。总体而言，本次调查样本的收集与相应的文献和数据大致一致。以下是样本的描述性统计：

Reliability and effectiveness
可靠性和有效性

In terms of reliability and validity, exploratory factor analysis and confirmatory factor analysis were carried out by spss22.0 and amos22.0 (see Table 3). In terms of reliability, taking the Cronbach index as the test index, it is found that the α value of all variables is higher than 0.7(above 0.7 is acceptable), indicating that the reliability of the item meets the requirements, and the KMO value in the validity analysis is 0.867, indicating that it is suitable for factor analysis, and the Standardized loading of each dimension is also greater than the threshold value of 0.5(above 0.5 is acceptable); In addition, the values of composite reliability C.R are higher than the threshold of 0.7(above 0.7 is acceptable), which indicates that there is no problem with the internal consistency of variables in the questionnaire.
在信度和效度方面，采用spss22.0和amos22.0进行探索性因素分析和验证性因素分析（见表3）。信度方面，以Cronbach指数为检验指标，发现所有变量的α值均高于0.7（0.7以上为可接受），表明该项目的信度符合要求，KMO值效度分析中的值为0.867，表明适合进行因子分析，且各维度的标准化载荷也大于阈值0.5（0.5以上可接受）；另外，综合信度C.R值均高于阈值0.7（0.7以上为可接受），表明问卷中变量的内部一致性不存在问题。

As for the convergent validity, it can be found from Table 3 that the AVE of each variable is greater than 0.5(above 0.5 is acceptable), which effectively ensures the structural validity. For discriminant validity, the diagonal of Table 4 is the square root of AVE, and the square root of AVE of each dimension is greater than the correlation coefficient between dimensions. Therefore, each dimension of this study has sufficient discrimination from other dimensions, indicating good discriminant validity.
从收敛效度来看，从表3可以看出，各变量的AVE均大于0.5（0.5以上即可），有效保证了结构效度。为了判别有效性，表4的对角线是AVE的平方根，每个维度的AVE的平方根大于维度之间的相关系数。因此，本研究的各个维度与其他维度都有足够的区分度，具有良好的区分效度。

The structural equation model was evaluated by confirmatory factor analysis with amos22.0. The results(see Table 4) showed that x² / DF value was 2.015, and other fitting indexes (CFI = 0.883; IFI = 0.885; GFI = 0.829; RMSEA = 0.064) were in line with relevant indexes. Therefore, the model showed acceptable goodness of fit.
利用amos22.0对结构方程模型进行验证性因子分析评价。结果（见表4）显示x ² /DF值为2.015，其他拟合指标（CFI=0.883；IFI=0.885；GFI=0.829；RMSEA=0.064）与相关指标相符。因此，该模型显示出可接受的拟合优度。

In addition, this study discusses the multicollinearity problem in the study by calculating the Variance Inflation Factor (VIF) [63]. The results show that the VIF values of all variables are less than 3, which indicates that there is no multicollinearity problem in this study.
此外，本研究通过计算方差膨胀因子（VIF）来讨论研究中的多重共线性问题[63]。结果显示，所有变量的VIF值均小于3，表明本研究不存在多重共线性问题。

Common method deviation 共同方法偏差

Since this study is to collect data through questionnaires, which are filled in by the same participants, there may be potential problems of common method deviation. Two methods are used to verify respectively. One is Harman’s single factor test; the Second, it is verified by a one-dimensional model test in CFA [64]. In Harman’s single factor validation, the largest extraction factor explained 28.2% of the total variance, which was 40% lower than the threshold; In CFA verification, the fitting index of one-dimensional model (x² / DF = 4.521, RMSEA = 0.119) is worse than that of measurement model (x² / DF = 1.638, RMSEA = 0.051). In conclusion, the proposed common method deviation will not affect the results of this study.
由于本研究是通过问卷收集数据，且由同一被试填写，因此可能存在共同方法偏差的潜在问题。分别采用两种方法进行验证。一是哈曼单因素测试；其次，通过CFA中的一维模型检验进行验证[64]。 Harman单因素验证中，最大提取因子解释了总方差的28.2%，比阈值低了40%；在CFA验证中，一维模型（x ² / DF = 4.521，RMSEA = 0.119）的拟合指数比测量模型（x ² / DF = 1.638）差，均方根误差 = 0.051)。综上所述，所提出的共同方法偏差不会影响本研究的结果。

Structural model analysis
结构模型分析

In the aspect of model path analysis, the amos22.0 tool is used to verify the proposed assumptions. Firstly, for the personal charm and professionalism in the streamer characteristics, the streamer’s personal charm has great influence on cognitive trust (β = 0.27^**, P < 0.01) and emotional trust (β = 0.22^**, P < 0.01); Similarly, professionalism is both about cognitive trust( β = 0.58^***, P < 0.001) or emotional trust (β = 0.26^*, P < 0.05). Secondly, in the streamer performance, interactivity can effectively affect consumers’ flow experience and enjoyment (β = 0.31^**, P < 0.01) and concentration (β = 0.75^***, P < 0.001), whereas entertainment only affects consumers’ enjoyment (β = 0.49^***, P < 0.001), but the effect on the concentration is not significant. Finally, compared with emotional trust, cognitive trust (β = 0.19^*, P < 0.05) effectively affects consumers’ impulsive purchase behavior, whereas, in the flow experience, the enjoyment can affect consumers’ impulsive purchase behavior more than the concentration (β = 0.18^***, p<0.001). Table 5; Fig. 2 shows the final path analysis results.
在模型路径分析方面，利用amos22.0工具验证所提出的假设。首先，就主播特征中的个人魅力和专业精神而言，主播个人魅力对认知信任（β = 0.27 ^** ，P < 0.01）和情感信任（β = 0.22 ^** ，P < 0.001），也涉及情感信任（β = 0.26 ^* ，P < 0.05）。其次，在流媒体表现中，交互性能够有效影响消费者的流体验和享受（β = 0.31 ^** ，P < 0.01）和注意力（β = 0.75 ^*** ，P < 0.001） ），而娱乐仅影响消费者的享受（β = 0.49 ^*** ，P < 0.001），但对注意力的影响并不显着。最后，与情感信任相比，认知信任（β = 0.19 ^* ，P < 0.05）有效影响消费者的冲动购买行为，而在心流体验中，享受更能影响消费者的冲动购买行为。比浓度 (β = 0.18 ^*** , p<0.001)。表5；图2显示了最终的路径分析结果。

Model analysis results 模型分析结果

Full size image 全尺寸图像

The mediation tests 中介测试

This study uses model 4 [65] of the process plug-in in spss22.0 to test the mediating effect in the relationship between personal charm, professionalism, interaction, and impulsive purchase behavior. All test results are as follows:
本研究利用spss22.0中流程插件的模型4[65]检验个人魅力、专业精神、互动与冲动购买行为关系中的中介作用。全部测试结果如下：

As shown in Table 6, the influence of personal charm on impulsive purchase behavior is significant(β = 0.2671, t = 4.2208, P < 0.001). When the mediating variable cognitive trust is added, the influence of personal charm on impulsive purchase behavior is also significant (β = 0.1678, t = 2.5279, P<0.05). The influence of personal charm on cognitive trust is significant (β = 0.3518, t = 6.4186, P < 0.001), and cognitive trust is also significant for impulsive purchase behavior (β = 0.2821, t = 3.9602, p<0.001).
如表6所示，个人魅力对冲动购买行为的影响显着（β=0.2671，t=4.2208，P<0.001）。添加认知信任中介变量后，个人魅力对冲动购买行为的影响也显着（β=0.1678，t=2.5279，P<0.05）。个人魅力对认知信任的影响显着（β = 0.3518，t = 6.4186，P < 0.001），认知信任对冲动购买行为也显着（β = 0.2821，t = 3.9602，p < 0.001）。

In addition, Table 7 shows that the direct effect of personal charm on impulsive purchase behavior and the mediating effect of cognitive trust does not contain 0 in the Lower and Upper limits of 95% confidence interval of bootstrap (0.152∼0.3524, 0.0354∼0.1696), which shows that personal charm can not only directly affect impulsive purchase behavior, but also affect the impulsive purchase behavior through the mediating effect of cognitive trust.
另外，表7显示，个人魅力对冲动购买行为的直接影响和认知信任的中介作用在bootstrap的95%置信区间下限和上限（0.152 ）中不包含0。 ∼ 0.3524, 0.0354 ∼ 0.1696），这说明个人魅力不仅可以直接影响冲动购买行为，还可以通过认知信任的中介作用。

NOTE1 注1

I.P.B = Impulsive Purchase Behavior, C.T = Cognitive Trust, P.C = Personal Charisma, P.F = Professionalism, C.C = Concentration, I.T = Interactivity.
I.P.B = 冲动购买行为、C.T = 认知信任、P.C = 个人魅力、P.F = 专业、C.C = 专注、I.T = 交互性。

NOTE2 笔记2

p^*<0.05, p^**<0.01, p^***<0.001.
p ^* <0.05，p ^** <0.01，p ^*** <0.001。

According to the results in Table 8, professionalism has a significant impact on impulsive purchase behavior (β = 0.2662, t = 3.2371, P < 0.01). After adding the mediating variable cognitive trust, professionalism has no significant effect on impulsive purchase behavior (β = 0.1172, t = 1.35, P > 0.05), while cognitive trust has a significant impact on impulsive purchase behavior (β = 0.3106, t = 4.2743, P < 0.001), and the influence of professionalism on cognitive trust is significant(β = 0.4796, t = 6.9039, p<0.001).
根据表8的结果，专业精神对冲动购买行为有显着影响（β=0.2662，t=3.2371，P<0.01）。添加认知信任中介变量后，专业精神对冲动性购买行为没有显着影响（β=0.1172，t=1.35，P>0.05），而认知信任对冲动性购买行为有显着影响（β=0.3106，t=4.2743） , P < 0.001), 专业精神对认知信任的影响显着(β = 0.4796, t = 6.9039, p<0.001)。

Therefore, according to Table 9, the mediating effect in the influence of professionalism on impulsive purchase behavior does not contain 0 in the Lower and Upper limits of 95% confidence interval of bootstrap, indicating that the mediating effect exists. However, the direct effect includes 0 (-0.717 ∼ 0.2816) in the Lower and Upper limits of 95% confidence interval of bootstrap. Strictly speaking, cognitive trust plays a full-mediation role in the influence of professionalism on impulsive purchase behavior.
因此，根据表9，专业精神对冲动购买行为影响的中介效应在bootstrap的95%置信区间下限和上限中不包含0，说明中介效应存在。然而，直接效应在 bootstrap 的 95% 置信区间的下限和上限中包括 0 (-0.717 ∼ 0.2816)。严格来说，认知信任在专业精神对冲动购买行为的影响中起全中介作用。

It can be found from Table 10 that interactivity has a significant impact on impulsive purchase behavior (β = 0.3586, t = 5.1143, P < 0.001). After adding mediating variable concentration, the influence of interactivity on impulsive purchase behavior is also significant(β = 0.2102, t = 2.9053, p<0.01). The influence of interactivity on concentration is also significant(β = 0.5681, t = 6.6746, p<0.001); The effect of concentration on impulsive purchase behavior is also significant(β = 0.2611, t = 5.2518, p<0.001).
从表10可以发现，交互性对冲动购买行为有显着影响（β=0.3586，t=5.1143，P<0.001）。添加中介变量浓度后，交互性对冲动购买行为的影响也显着（β=0.2102，t=2.9053，p<0.01）。交互性对浓度的影响也显着（β = 0.5681，t = 6.6746，p<0.001）；集中度对冲动购买行为的影响也显着（β=0.2611，t=5.2518，p<0.001）。

According to Table 11, it can be found that the direct effect of interaction on impulsive purchase behavior and the mediating effect of concentration dose not include 0 in the Lower and Upper limits of 95% confidence interval of bootstrap, indicating that interaction can not only directly affect impulsive purchase behavior, but also affect the impulsive purchase behavior through the mediating effect of concentration.
根据表11可以发现，交互作用对冲动购买行为的直接影响和集中度的中介作用在bootstrap的95%置信区间下限和上限中均不包含0，说明交互作用不仅可以直接影响冲动购买行为影响冲动购买行为，同时也通过浓度的中介作用影响冲动购买行为。

As the current hot spot, live streaming is not only a new marketing method of online shopping but also a new trend in the retail industry in the future. As a key factor in live streaming, the streamer plays an important role. Based on the SOR theoretical framework, this paper integrates the source credibility theory, flow experience theory, and social presence theory, focuses on the characteristics and performance of the streamer before and during the live streaming, and finally discusses the relationship between the streamer and consumers’ impulsive purchase behavior.
直播作为当前的热点，不仅是一种新的网购营销方式，也是未来零售行业的新趋势。作为直播的关键因素，主播扮演着重要的角色。本文基于SOR理论框架，融合来源可信度理论、流量体验理论和社交存在理论，重点研究主播直播前和直播中的特征和表现，最后探讨主播与消费者的关系’冲动的购买行为。

Research findings 研究成果

This study investigates how the streamer’s personal charisma, professionalism, interactivity, and entertainment can improve consumers’ trust and flow experience, so as to promote consumers’ impulsive purchase behavior. The empirical results support most of the assumptions in this study. First of all, the personal charisma and professionalism of the streamer have a significant effect on improving consumer trust: because the appearance, reputation, and other factors of the streamer will affect the first image of consumers, which is easy to make consumers trust the streamer more intuitively; With the help of live streaming disclosure technology, the platform can fully display the relevant professional information of the streamer, such as the special signs of the professional field. Such information shows the ability of the streamer to a certain extent, and the professional information of these streamers also provides the basis for consumer trust.
本研究探讨主播的个人魅力、专业性、互动性和娱乐性如何提高消费者的信任度和流量体验，从而促进消费者的冲动购买行为。实证结果支持本研究中的大部分假设。首先，主播的个人魅力和专业精神对于提升消费者的信任度有显着的作用：因为主播的颜值、口碑等因素都会影响消费者的第一形象，容易让消费者对主播产生信任。更直观；借助直播披露技术，平台可以全面展示主播的相关专业信息，如专业领域的特殊标志等。这些信息在一定程度上体现了主播的能力，而这些主播的专业信息也为消费者信任提供了基础。

Secondly, compared with emotional trust, cognitive trust has a more significant impact on impulsive purchase behavior. Today, online consumers have become more rational. The factors they consider when buying products may pay more attention to the product itself, weaken the influence outside the product, and judge whether they need to buy more based on objective conditions. This also shows that the quality and concept of online consumption are constantly improving, and consumers are more inclined to their own personalized needs when buying products.
其次，与情感信任相比，认知信任对冲动购买行为的影响更为显着。如今，网络消费者变得更加理性。他们在购买产品时考虑的因素可能会更加关注产品本身，削弱产品外部的影响，根据客观条件来判断是否需要更多购买。这也表明，线上消费的品质和理念正在不断提升，消费者在购买产品时更加倾向于自己的个性化需求。

In addition, the interactivity and entertainment of streamers have a certain relationship with the flow experience of consumers. The interactivity of the streamer in live streaming has a significant impact on consumers’ enjoyment and concentration. Because the interaction, communication, and corresponding activities in the live streaming can provide a good atmosphere for the live streaming room, which can not only improve the attention of consumers but also activate consumers’ mood to watch the live streaming. However, the entertainment shown by the streamer has no significant impact on consumers’ concentration, only on the enjoyment. This study believes that the main purpose of watching e-commerce live streaming is to buy needed products. However, although the entertainment of live streaming can effectively improve consumers’ experience, excessive entertainment live streaming may deviate from consumers’ initial shopping needs, thereby reducing consumers’ attention to live streaming.
此外，主播的互动性和娱乐性与消费者的流量体验也有一定的关系。直播中主播的互动性对消费者的享受度和注意力有重大影响。因为直播中的互动、交流以及相应的活动可以为直播间提供良好的氛围，不仅可以提高消费者的注意力，还可以激活消费者观看直播的心情。然而，主播所展示的娱乐内容对消费者的注意力并没有显着影响，仅影响了享受。本研究认为，观看电商直播的主要目的是购买需要的商品。然而，虽然直播的娱乐性能够有效提升消费者的体验，但过多的娱乐性直播可能会偏离消费者最初的购物需求，从而降低消费者对直播的关注度。

Finally, in the concentration and enjoyment caused by streamer performance, only the concentration has a significant impact on impulsive purchase behavior. Consumers’ positive emotions in live streaming can effectively promote their impulsive purchase behavior. However, in the live streaming situation, the positive emotions caused by the enjoyment brought by the streamer to consumers may not be enough to arouse consumers’ impulsive purchase desire, and the concentration makes consumers more immersed in the live streaming, which is more likely to cause impulsive purchase behavior.
最后，在主播表演带来的集中度和享受度中，只有集中度对冲动购买行为有显着影响。消费者在直播中的积极情绪可以有效促进其冲动购买行为。但在直播场景下，主播给消费者带来的享受带来的积极情绪可能不足以激起消费者冲动的购买欲，而集中度会让消费者更加沉浸在直播中，更有可能引发冲动性购买行为。

Theoretical contributions and practical contributions
理论贡献和实践贡献

Although previous studies have discussed the relationship between streamers and consumer behavior, few articles have talked about the impact of streamers on consumer impulsive purchase behavior, and the traditional research on consumer impulsive purchase behavior is not fully applicable to live streaming scenarios, and the results of this paper will have corresponding significance for the development of academia and live streaming.
虽然之前的研究探讨了主播与消费者行为的关系，但很少有文章谈论主播对消费者冲动购买行为的影响，而且传统的消费者冲动购买行为研究并不完全适用于直播场景，研究结果这篇论文对于学术界和直播的发展都有相应的意义。

The theoretical contributions are that: First of all, this study enriches the existing research in the field of the live streaming, combs the relationship between the influence of streamers and consumers’ impulsive purchase behavior, and constructs a new model based on S-O-R model, using source credibility theory, flow experience theory, and social presence theory to explore the influence mechanism of streamers on consumers’ impulsive purchase behavior. This paper evaluates the important role of streamers in consumer behavior with their personal charisma, professionalism, interactivity, and entertainment, and provides a new perspective.
理论贡献在于：首先，本研究丰富了直播领域的现有研究，梳理了主播影响力与消费者冲动购买行为之间的关系，构建了基于S-O-R模型的新模型，利用运用来源可信度理论、心流体验理论、社会存在理论探讨主播对消费者冲动购买行为的影响机制。本文评估了主播的个人魅力、专业性、互动性和娱乐性在消费者行为中的重要作用，并提供了一个新的视角。

Secondly, this study divides the influence factors of the streamer into two dimensions, namely, the influence of the streamer before the live streaming (streamer characteristics) and the influence of the streamer in the live streaming (streamer performance), which strengthens the understanding of the influence level of the streamer. This consideration is mainly based on “the influence of the streamer does not only exist in the live streaming, but also the influence of the user on the information disclosure of the streamer on the live streaming platform”, Such dimensional classification can provide new ideas for the future streamer research;
其次，本研究将主播的影响因素分为两个维度，即主播在直播前的影响力（主播特征）和主播在直播中的影响力（主播表现），加强了对主播的理解。主播的影响力等级。这种考虑主要是基于“主播的影响力不仅仅存在于直播中，还包括用户对主播在直播平台上信息披露的影响”，这样的维度分类可以为直播平台的信息披露提供新的思路。未来的流光研究；

In addition, the research results of this paper show that emotional trust and enjoyment have no positive impact on consumers’ impulsive purchase behavior, but this is contrary to the previous research results on online impulsive purchase behavior. On the one hand, it shows that there are differences between the influencing factors of impulsive purchase behavior in live streaming scenes and traditional online impulsive purchase behavior. On the other hand, it also shows that consumers are more likely to be affected by cognitive trust and concentration in the trust and flow experience in the live streaming, so this study further enriches the application of trust and flow experience in the live streaming scene, and proposes that cognitive trust and concentration can more cause consumers’ impulsive purchase behavior in the live streaming; Finally, cognitive trust plays a complete mediation role in the influence path of professionalism on impulsive purchase behavior, proving the mechanism between professionalism and impulsive purchase behavior, indicating that the professionalism of streamer affects impulsive purchase behavior by improving consumers’ cognitive trust. This discovery adds new knowledge to the influence of streamers in the live shopping environment.
此外，本文的研究结果表明，情感信任和享受对消费者的冲动购买行为没有正向影响，但这与之前关于网络冲动购买行为的研究结果相反。一方面，说明直播场景下冲动性购买行为的影响因素与传统网络冲动性购买行为存在差异。另一方面也说明消费者在直播中的信任和流量体验更容易受到认知信任和集中度的影响，因此本研究进一步丰富了信任和流量体验在直播场景中的应用，并提出认知信任和专注更能引发消费者在直播中的冲动购买行为；最后，认知信任在专业精神对冲动购买行为的影响路径中起完全中介作用，证明了专业精神与冲动购买行为之间的作用机制，表明主播专业精神通过提高消费者的认知信任来影响冲动购买行为。这一发现为直播购物环境中主播的影响力增添了新的知识。

The practical contributions are that: For the live streaming platform, the platform should have corresponding thresholds when selecting the streamer, such as the streamer’s image, professional ability, communication and interaction, and the planning ability of live streaming marketing activities. In addition, it should also carry out some professional training for the streamer, such as strengthening the understanding of products, improving their own image, improving communication skills, increasing communication activities, etc., because, from the research results, streamer characteristics and performance are effective factors that affect consumers, and streamers are the key media in live streaming, which not only plays an important role in attracting consumers but also plays a key role in promoting consumers’ purchase behavior. In terms of some system functions of the platform, this study suggests that the platform should do a good job in the publicity of streamers, improving the information disclosure function of the platform, letting more consumers understand and discover the relevant information of streamers, and provide consumers with a reference to watch live streaming to a certain extent, such as the domain classification, identity introduction, evaluation and other information of streamers.
实际贡献是：对于直播平台来说，平台在选择主播时应该有相应的门槛，比如主播的形象、专业能力、沟通互动、直播营销活动的策划能力等。此外，还应该对主播进行一些专业培训，如加强对产品的了解、提高自身形象、提高沟通能力、增加交流活动等，因为，从研究结果来看，主播的特点和表现是影响消费者的有效因素，而主播是直播中的关键媒体，不仅对消费者具有重要的吸引作用，对消费者的购买行为也起着关键的促进作用。就平台的一些系统功能而言，本研究建议平台应做好主播的宣传工作，完善平台的信息披露功能，让更多的消费者了解和发现主播的相关信息，并提供消费者在一定程度上观看直播的参考，例如主播的域名分类、身份介绍、评价等信息。

For streamers, only by improving their comprehensive ability can they stand out in the competition of live streaming. On the one hand, streamers should strive to improve themselves, show their beautiful image to the audience, strengthen professional training, improve professional ability, improve consumers’ trust in streamers, and pay attention to the interaction with consumers in live streaming; On the other hand, the streamer should make effective use of the platform, show themselves with the help of the platform, highlight their own specificity and ability, attract consumers, improve consumer trust, and then bring a better experience to consumers through interactive ways such as bullet screen, so that consumers can immerse themselves in the live streaming and retain the consumers in the live streaming.
对于主播来说，只有提升自身的综合能力，才能在直播竞争中脱颖而出。一方面，主播要努力提升自身，向观众展示自己的美好形象，加强专业培训，提高专业能力，提高消费者对主播的信任度，注重直播中与消费者的互动；另一方面，主播要有效利用平台，借助平台展示自己，凸显自己的特色和能力，吸引消费者，提高消费者的信任度，然后通过互动等方式给消费者带来更好的体验。弹幕，让消费者沉浸在直播中，并在直播中留住消费者。

Limitations and Future Research
局限性和未来研究

Based on the live shopping environment, this paper discusses the relationship between the streamer and consumers’ impulsive purchase behavior, but there are still some limitations in the research. First of all, this study was sampled in China and did not take into account the cultural background of different countries and the actual development of live streaming e-commerce. Therefore, the selection of survey samples still lacks universality. Future research can consider collecting the views of consumers in many regions on the relationship between live streaming streamers and impulsive purchase behavior, to further improve the research.
本文基于直播购物环境，探讨主播与消费者冲动购买行为的关系，但研究仍存在一定的局限性。首先，本研究以中国为样本，没有考虑到不同国家的文化背景以及直播电商的实际发展情况。因此，调查样本的选择仍缺乏普遍性。未来的研究可以考虑收集多地区消费者对直播主播与冲动购买行为关系的看法，进一步完善研究。

Secondly, impulse purchase behavior in live streaming is not only affected by flow experience and trust but also affected by many other factors, such as satisfaction and time pressure. In the future, we can try more variables from different scenes to further discuss the impact of streamers on consumers’ impulse purchase behavior in live streaming; Besides, although the two stimuli of streamer characteristics and streamer performance are considered, the impact caused by the relationship between live streaming products and streamer is not considered. Therefore, the impact of the relationship between streamers and products on consumers can be considered in the future.
其次，直播中的冲动购买行为不仅受到流量体验和信任的影响，还受到满意度、时间压力等诸多因素的影响。未来我们可以尝试更多不同场景的变量，进一步讨论主播对消费者直播冲动购买行为的影响；此外，虽然考虑了主播特性和主播性能这两个刺激，但没有考虑直播产品和主播之间的关系所带来的影响。因此，未来可以考虑主播与产品的关系对消费者的影响。

In addition, e-commerce platforms (Taobao, jd.com, etc.) and social media (Tiktok, Kwai, etc.) do not have a classification for live streaming. For two different tape platforms, consumers’ needs and perceptions are different. Therefore, the key points that influence the behavior of consumers are different. In the future, we can study the key factors affecting consumer behavior in different types of platforms.
另外，电商平台（淘宝、京东等）和社交媒体（抖音、快手等）并没有针对直播的分类。对于两个不同的磁带平台，消费者的需求和认知是不同的。因此，影响消费者行为的关键点是不同的。未来我们可以研究不同类型平台上影响消费者行为的关键因素。

Finally, impulse-induced purchase will not be a long-term development for both the streamer and the platform. It only has miraculous effects in specific scenes (such as unsalable agricultural products and promotional activities). Future research can consider relevant behaviors such as continuous purchase and repurchase, so as to promote the long-term development of the live streaming platform.
最后，冲动购买对于主播和平台来说都不会是长期发展。只有在特定场景（比如农产品滞销、促销活动）才有奇效。未来的研究可以考虑持续购买、复购等相关行为，以促进直播平台的长期发展。

All data analysed during this study are included in this published article.
本研究期间分析的所有数据均包含在这篇发表的文章中。

we would like to express special gratitude to all the participants for their generous contribution, which made this study possible.
我们要特别感谢所有参与者的慷慨贡献，使这项研究成为可能。

This work was supported by grant 21BGL161 from The National Philosophy and Social Science Foundation project.
该工作得到国家哲学社会科学基金项目21BGL161的资助。