Exploring the mechanisms of live streaming technology and impulse buying tendencies: Do zero moments of truth value, trust, and emotional engagement matter?

Lim, Xin-Jean, Cheah, Jun-Hwa and Ameen, Nisreen (2025) Exploring the mechanisms of live streaming technology and impulse buying tendencies: Do zero moments of truth value, trust, and emotional engagement matter? Journal of the Association for Information Systems, 26 (6). pp. 1737-1766. ISSN 1536-9323

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Abstract

Live streaming e-commerce (LSE) platforms are information systems that blend real-time entertainment with instant purchasing to offer novel experiences to users. Drawing on cognitive appraisal theory, this study explains how LSE experiences stimulate users’ emotions and impulse buying behavior through a sequential process consisting of primary appraisal, secondary appraisal, and behavioral outcomes. Using a sample drawn from millennial users (18-35 years old), we conducted two studies. In the initial pilot investigation (n = 425), we examined users’ perceptions and behaviors when using LSE platforms; in the main study (n = 200), we explored the potential mediating and moderating factors affecting impulse buying tendencies. Overall, the findings show that LSE affordances predict the zero moment of truth (ZMOT) value on LSE platforms. The results also indicate that both trust in the streamer and emotional engagement play a mediating role in the relationship between ZMOT value and impulse buying tendencies. Finally, we found that trust in the LSE platform plays an important moderating role in strengthening the prediction of impulse buying tendencies. This study concludes with recommendations for future LSE research and practice.

Item Type:	Article
Additional Information:	The Association for Information Systems owns the copyright of this article and use for profit is not allowed.
Uncontrolled Keywords:	cognitive appraisal theory,impulse buying tendencies,lse affordances,live streaming platforms,zero moment of truth,information systems,computer science applications ,/dk/atira/pure/subjectarea/asjc/1700/1710
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Related URLs:	http://www.scopus.com/inward/record.url?...
Depositing User:	LivePure Connector
Date Deposited:	24 Nov 2025 14:30
Last Modified:	11 Dec 2025 11:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/101091
DOI:	10.17705/1jais.00957

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