Research on the Influence Mechanism of Social Presence on Consumers Impulse Buying Behavior in Livestream ShoppingELM Model Perspective

Abstract

The immersive atmosphere created by livestream shopping enhances consumers' sense of immersion and immediacy. However, the high interactivity in livestream studios can lead to impulsive buying issues. This study identifies three core characteristics of social presence (visual attractiveness, immediate interactivity, clue multiplicity), flow experience (perceived pleasure, perceived arousal), and perceived trust as mediating variables, with impulsive buying behavior as the dependent variable. The model is constructed based on the Elaboration Likelihood Model (ELM) theory. Data analysis is conducted using SPSS 26.0 and AMOS 26.0. Results indicate that both visual attractiveness and immediate interactivity significantly influence consumers' flow experience and impulsive buying behavior, with flow experience mediating the relationship. Clue multiplicity significantly impacts consumers' perceived trust and impulsive buying behavior, with perceived trust acting as a mediator.