WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE?

Drawing upon the stimulus-organism-response framework, this study investigates contextual and environmental stimuli effects (streamer attractiveness, para-social interactions, and information quality) from a live streaming commerce context on viewer's cognitive and emotional states (cognitive assimilation and arousal) and their subsequent responses (hedonic consumption, impulsive consumption, and social sharing). Based on 300 valid survey data, we found 1) the three stimuli have direct effects on cognitive and emotional states, and cognitive and emotional states have direct effects on three responses, 2) the streamer attractiveness and para-social interaction effects on the three responses are mediated by arousal. However, cognitive assimilation only mediates the information quality effect on the three responses. These findings provide insights into how live streaming stimuli influence consumer's cognitive and emotional states, in turn influencing consumer behavior in a live streaming commerce context.