This study aims to ascertain the influence of the live streamer's personal charisma, subjective norms, brand awareness, and premium content on impulsive purchasing behavior in live streaming. The study reveals that brand awareness is a crucial factor in live streaming. It is further observed that the mediatorial role of subjective norms on several relationships of the model proposed are significant. Also, results highlight the importance of the live streamer's personal charisma and premium content to understand impulsive buying behavior. Multi group analysis results indicate that there are significant differences in demographic variables (gender, age, educational level, personal disposable income, and duration of watching live streaming) in the path of impulsive purchasing behavior among consumers. This research could help live streamers merchants to understand consumers' impulsive buying behavior because the live streamer's personal charisma, subjective norms, brand awareness, and premium content can influence and navigate consumers.

Liu Lin. How to Take Advantage of Live Streaming to Enhance Consumers' Impulsive Purchasing Behavior: Evidence from China. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 12: 27-38. https://doi.org/10.25236/AJHSS.2023.061205.

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