Unveiling the Myth: How Streamer Attractiveness Drives Impulse Buying in Live Streaming

Li, Kefang, Ji, Chunli ORCID: https://orcid.org/0000-0003-4749-8419, Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889, Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900 and He, Qiuyue (2025) Unveiling the Myth: How Streamer Attractiveness Drives Impulse Buying in Live Streaming. Services Marketing Quarterly. ISSN 1533-2969

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Abstract

Drawing upon self-determination theory in the live streaming context, this study examines the relationships between streamer attractiveness, parasocial interaction, fear of missing out and consumers’ impulse buying during live streaming events. The data were collected from 345 respondents who regularly participated in live streaming events. The findings reveal both a parallel and sequential mediation impact of parasocial interaction and fear of missing out, linking the streamer attractiveness to the impulsive purchasing behavior of consumers. This research not only illuminates the underlying mechanisms connecting streamer attractiveness to impulse buying but also showcase the significant mediation effect of fear of missing out.