How Livestream Commerce Stimuli Shape Repurchase Intention: The Mediating Role of Impulsive Buying and the Moderating Role of Self-Control

Abstract

Livestream commerce is one of the fastest-growing digital retail platforms, where interactive marketing signals prompt spontaneous purchases. However, few studies have addressed purchase-promoting cues and an inhibitory consumer feature to explain how impulsive purchasing affects repurchase intention. Drawing on the stimulus–organism–response (SOR) paradigm and self-control theory (SCT), this study investigates the effects of anchor characteristics, flash sales, fear of missing out (FoMo), and price consciousness on impulsive buying in livestream commerce. It further examines the effect of impulsive buying on repurchase intention, its mediating role between the proposed antecedents and repurchase intention, and the moderating role of self-control. Partial least squares structural equation modeling was used to analyze data from 337 livestream commerce respondents. The findings indicate that anchor characteristics, flash sales, and FoMo enhance impulsive purchasing, but price consciousness has adverse effects. Impulsive buying is positively correlated with repurchase intention and serves as a mediator between the suggested antecedents and the desire to repurchase. In addition, the relationship between impulsive buying and repurchase intention is negatively moderated by self-control, suggesting that the positive impact of impulsive buying on repurchase intention is less pronounced among consumers with more self-control. The findings explain how livestream-commerce signals affect future repurchase intentions, improving the SOR framework and SCT theory. The study helps livestream platforms, providers, and hosts develop promotional and customer retention strategies.