Influence of Mobile App Live Streaming Characteristics on Clothing Impulse Purchase Intention: Mediation of Swift Guanxi and Perceived Trust

Live streaming enhances the marketing vitality and possibility. However, the academic research on this new marketing method is still insufficient. To fill this literature gap, this paper tests whether the characteristics of mobile app live streaming (MALS) can create the swift guanxi and enhance consumers' perceived trust, to enhance consumers' impulse purchase intention of clothing. Based on the literature review, this paper established a live streaming shopping evaluation system including MALS interaction, MALS entertainment, MALS credibility, swift guanxi, perceived trust, and impulse purchase intention. A total of 537 valid questionnaires were collected. The data were analyzed by structural equation model (SEM) and stepwise regression. The results showed that all hypotheses were verified. The MALS characteristics positively affected the swift guanxi and perceived trust, and the swift guanxi and perceived trust positively affected the impulse purchase intention. This paper added the literature on mobile app live streaming and clothing impulse purchase intention. The results provide suggestions for live streaming companies on how to enhance consumers' impulse purchase intention. This paper tests whether the characteristics of mobile app live streaming (MALS) can create the swift guanxi and enhance consumers' perceived trust, to enhance consumers' impulse purchase intention of clothing. Based on the literature review, this paper established a live streaming shopping evaluation system including MALS interaction, MALS entertainment, MALS credibility, swift guanxi, perceived trust, and impulse purchase intention. A total of 537 valid questionnaires were collected. The data were analyzed by structural equation model (SEM) and stepwise regression. The results showed that all hypotheses were verified. The MALS characteristics positively affected the swift guanxi and perceived trust, and the swift guanxi and perceived trust positively affected the impulse purchase intention. This paper added the literature on mobile app live streaming and clothing impulse purchase intention. The results provide suggestions for live streaming companies on how to enhance consumers' impulse purchase intention.