How Live Streaming Characteristics Drive Rational and Impulsive Purchase Intentions: A Dual-Path S-O-R Perspective

Abstract

Live streaming e-commerce has become a dominant consumption scenario. However, existing research often neglects the dual mediation mechanism of cognitive and affective pathways. Grounded in Stimulus-Organism-Response (S-O-R) theory, this study constructs a model depicting the relationships among live streaming commerce characteristics, cognitive trust, affective pleasure, purchase intention, and impulsive purchase intention. Empirical results indicate that low-price promotions and intuitive product demonstration have replaced interactivity as core attractions, whereas interaction quality and perceived trust remain relatively weak. Live streaming characteristics directly and positively affect consumption intentions and significantly enhance cognitive trust and affective pleasure. Both cognitive and affective pathways exert positive driving effects on purchase decisions, and the affective pathway presents a stronger influence on impulsive consumption. Cognitive trust and affective pleasure jointly play a significant parallel dual mediating role between live streaming characteristics and behavioral intentions. This study verifies the explanatory power of the S-O-R framework and reveals a superficial development pattern characterized by overemphasis on promotion and display and insufficient attention to interaction and trust. The findings provide empirical implications for businesses to achieve integrated development of brand value and operational efficiency.