Proceedings of the 2025 4th International Conference on Mathematical Statistics and Economic Analysis (MSEA 2025)

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Impulsive Buying in Live Streaming Knowledge Commerce

Authors
Zhicheng Chen1, *, Jun Yang2
1WenHua College, Department of Economics & Management, Wuhan, China
2Wuhan Technical University, Department of Art Design, Wuhan, China
*Corresponding author. Email: chenzhicheng1979@163.com
Corresponding Author
Zhicheng Chen
Available Online 20 February 2026.
DOI
10.2991/978-94-6463-992-6_42How to use a DOI?
Keywords
impulse buying; knowledge payment; live streaming; scarcity promotions; competitive arousal
Abstract

This study investigates impulsive buying behavior in the context of live streaming commerce for paid knowledge products, a domain traditionally associated with high-involvement and rational decision-making. We examine how competitive arousal and consumer impulsivity influence impulsive buying intention, and their subsequent impact on purchase intention. Data from 190 university students exposed to a quasi-experiment on live-streaming promotion of knowledge-payment courses were analyzed using PLS-SEM. Results confirm the occurrence of impulsive buying in knowledge payment, with competitive arousal (β = 0.513, p < 0.001) and streamer professionalism (β = 0.511, p < 0.001) emerging as the strongest predictors. The study bridges a critical gap in impulse buying literature by demonstrating its applicability to knowledge products, while offering practical insights for platforms (e.g., leveraging real-time scarcity cues) and consumers (e.g., mitigating emotional triggers).

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 4th International Conference on Mathematical Statistics and Economic Analysis (MSEA 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2026
ISBN
978-94-6463-992-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-992-6_42How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zhicheng Chen
AU  - Jun Yang
PY  - 2026
DA  - 2026/02/20
TI  - Impulsive Buying in Live Streaming Knowledge Commerce
BT  - Proceedings of the 2025 4th International Conference on Mathematical Statistics and Economic Analysis (MSEA 2025)
PB  - Atlantis Press
SP  - 452
EP  - 457
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-992-6_42
DO  - 10.2991/978-94-6463-992-6_42
ID  - Chen2026
ER  -