ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1547639
Streamer Interaction and Consumer Impulsive Buying in Live-Stream Commerce: The Mediating Roles of Trust and Emotional Arousal with Anticipated Regret as Boundary Condition
Provisionally accepted
- 1Hebei GEO University, Shijiazhuang, China
- 2Capital University of Economics and Business, Beijing, Beijing Municipality, China
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Online shopping's convenience often leads consumers to impulsive buying while they enjoy its benefits. However, the regret emotions underlying such impulsive behavior not only affect consumer satisfaction with their decisions but also present unprecedented challenges for businesses' marketing strategies and long-term customer relationship management. This study, grounded in the cognitive-affective system theory and regret theory, uses a sample of 503 carefully screened responses. It employs structural equation modeling and the Bootstrap method to explore how streamer interaction orientation influences consumers' impulsive buying intentions through the pathways of cognitive trust and emotional arousal. The results show that anticipated regret significantly enhances the direct impact of cognitive trust and emotional arousal on impulsive buying intentions, further strengthening the mediating role of cognitive trust and emotional arousal in the relationship between streamer interaction orientation and consumers' impulsive buying intentions. This study not only enriches the theoretical framework of impulsive buying antecedents by introducing a novel moderated dual-mediation model but also expands the application of anticipated regret in consumer behavior, offering actionable managerial insights for optimizing consumer experiences and marketing strategies in live-streamed e-commerce.
Keywords: Impulsive buying, anticipated regret, Cognitive-affective system theory, cognitive trust, emotional arousal, Live-streaming shopping
Received: 07 Apr 2025; Accepted: 22 Jul 2025.
Copyright: © 2025 Wang, Chen, Hu and Li. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Shoufeng Hu, Capital University of Economics and Business, Beijing, 100070, Beijing Municipality, China
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