Research on Impulsive Buying Behavior of Consumers in Short Video and Live Streaming Marketing

Abstract

With the rapid growth of short video and live streaming marketing, consumers’ impulsive buying behavior draws increasing attention due to its high impulsiveness. Existing studies often explore triggering mechanisms from streamer characteristics or platform context separately, lacking an integrated comparison and cross-effect analysis. To explain the formation mechanism from two dimensions—streamer characteristics & emotional mechanism, and platform technology & contextual atmosphere—this study uses a literature review and proposes an analytical framework based on the S-O-R model. Practical suggestions are as follows: Firstly, brands and marketers should improve streamers’ expression and interaction skills, and consumers should avoid over-stimulation. Secondly, platform regulators should ban false scarcity claims, establish early warning systems for impulsive consumption, and strengthen ethical supervision. Thirdly, consumers should enhance media literacy, use delayed-purchase tools, and stay vigilant about vulnerable emotional states. This study offers theoretical and practical guidance for impulsive buying research in digital consumption contexts.