The Influence of Streamer Communication Style on Impulse Buying Behaviour in Live Streaming Commerce: A Conceptual Review

Abstract

Live-Streaming Commerce, as a transformative digital retail form, has emerged. It integrates real-time interaction, entertainment elements, and immediate purchase opportunities. Based on the Stimulus-Subject-Response (S-O-R) model, this paper constructs a conceptual framework to explore how the communication style of the hosts affects impulsive purchasing behavior through consumers' attitudes. This study is based on an extensive review of recent literature and focuses on two key dimensions of communication style - interactivity and entertainment - and their psychological impacts on consumers. The research results show that communication style significantly shapes consumers' attitudes, and these attitudes drive impulsive purchasing behavior. This study integrates scattered findings and proposes a simplified but robust conceptual model, providing a reference for future empirical research and contributing to the relevant literature.