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Impact of Interactivity in E-commerce Live Streaming on Consumers’ Impulse Purchase Intention: The Mediating Role of Flow Experience and the Moderating Role of Affective Trust

Author(s)

Yanyan Wei, Qin Wang*, Yu Jia

Affiliation(s)

College of Applied Science and Technology, Beijing Union University, Beijing, China *Corresponding Author

Abstract

With the rapid development of the digital economy, e-commerce live streaming has become an important retail format that integrates real-time product presentation, social interaction, and instant purchasing. Specifically, interactivity is conceptualized through two dimensions: host-audience interaction and bullet-screen interaction. The study further investigates the mediating role of flow experience and the moderating role of affective trust in this relationship. The results show that interactivity in e-commerce live streaming has a significant positive effect on consumers’ impulse purchase intention. Among the two dimensions, bullet-screen interaction exerts a stronger effect than host-audience interaction. These findings enrich research on consumer behavior for platforms and live streamers seeking to improve interactive design, enhance consumer immersion, and promote purchase conversion.

Keywords

E-Commerce Live Streaming; Host-Audience Interaction; Bullet-Screen Interaction; Flow Experience; Affective Trust; Impulse Purchase Intention.

References

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