How live streaming social commerce influences impulsive buying in China

Social commerce is increasingly driving global economic growth, but shifting consumer behavior in a competitive environment makes rapid expansion a challenge. This study examined how aspects of live streaming social commerce in China predict impulsive buying within the framework of the stimulus–organism–response (SOR) model. We conducted a survey of 262 active Taobao Live users and found that visibility significantly enhanced immersion and presence, while metavoicing and guidance shopping affected only immersion. Immersion boosted both perceived persuasiveness and impulsive buying, whereas presence influenced only persuasiveness. Perceived persuasiveness also drove impulsive buying. These findings highlight key engagement factors in live e-commerce, offering insights for both scholars and practitioners.