Recent years, online e-commerce is booming along with more and more changes in online environment. Social commerce and content commerce are booming as well. Livestream as emerging channel under content commerce, plays more and more important roles recently. Especially after Covid-19, shopping livestream became a key driver for online sales. Along with the development of e-commerce livestream, scholars started to study this kind of marketing model. Recently although there are some studies on purchase intention, but just a few focus on impulse purchase intention. And the conclusion about mediating model from immersion is not same. So first, read and collate literatures about livestream characters, usefulness, immersion and time pressure etc. and raise the opinion and model of this study to create a mediating model with moderator variable about livestream characters impact on impulse purchase intention. The purpose of this study is to explore the mechanism about livestream characters impact on impulse purchase intention and study the moderating effect of time pressure. This study use questionnaire leveraging mature scale to validate the model, including scale of livestream characters, usefulness etc. The questionnaire is sent online without filtering study subject and got 351 effective results. After analysis, it shows that first, visibility, shopping guidance, interaction and entertainment have positive effect to impulse purchase intention. Secondly usefulness has mediating effect between visibility and shopping guidance on impulse purchase intention; immersion has mediating effect between interaction and entertainment on impulse purchase intention. Thirdly time pressure plays moderating effect between immersion and impulse purchase intention. So, conclusion is that visibility and shopping guidance impact impulse purchase intention through feeling usefulness; interaction and entertainment impact impulse purchase intention through immersion; time pressure is moderator variable which means the bigger time pressure is, the higher the impulse purchase intention is.
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