Research on the influence mechanism of anchors’ professionalism on consumers’ impulse buying intention in the livestream shopping scenario

ABSTRACT For the emerging marketing mode of livestream shopping, this study constructed a model to empirically analyze how anchors’ professionalism affects consumers' impulse buying intention. The results have shown that professional level of anchors is positively correlated with the impulse buying intention of consumers and a sense of presence partially plays an intermediary role in the interaction between anchors’ professionalism and consumers’ impulse buying intention. In addition, consumers’ competitive arousal has been found to have a negative moderating effect on the relationship between anchors’ professionalism and consumers’ sense of presence.