The objective of the study is to advance the understanding of how online consumer review is associated with impulse buying behavior in the context of live streaming. For this, a theoretical model is developed which includes the relationships among online consumer review, interactivity and the trust of the live streaming platform, and impulse buying behavior. This model enhances the understanding of impulse buying behavior by including relationships mediated by interactivity as well as relationships moderated by the trust of the live streaming platform between online consumer review and impulse buying behavior. The results reveal that interactivity has a partial mediator role between comment quantity, comment credibility and timeliness of comment and impulse buying behavior. Moreover, the trust of the live streaming platform moderates the links between comment valence, comment quantity and impulse buying behavior.

Lin Liu. The effects of online consumer reviews on impulse buying behavior toward trust of the live streaming platform and interactivity in the context of live streaming. Academic Journal of Business & Management (2023) Vol. 5, Issue 8: 50-57. https://doi.org/10.25236/AJBM.2023.050809.

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