Abstract

Real-time interaction and immersive experience in livestream e-commerce greatly boost consumers’ impulse buying, yet few studies explore how streamer interaction quality affects impulse buying via emotional bonds. Drawing on the SOR framework, this study constructs a moderated mediation model with parasocial interaction as the mediator and self-construal as the moderator. Combining structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), we empirically analyze 406 valid questionnaires. The results show that: (1) four dimensions of streamer interaction quality (expertise, empathy, entertainment, reliability) positively predict impulse buying intention, with partial mediation of parasocial interaction; (2) the moderation effect is asymmetric: interdependent self-construal strengthens the positive link between parasocial interaction and impulse buying intention, while independent self-construal exerts no significant moderation; (3) fsQCA detects six equivalent configurations triggering high impulse buying intention, uncovering complementarity and substitution among interaction dimensions. This study clarifies the emotional transmission mechanism in livestream scenarios and offers tiered implications: streamers should uphold credibility as the baseline and adopt differentiated interaction strategies based on individual strengths; platforms should quantify interaction quality and implement targeted training and precision matching based on configurational paths; and merchants should match streamer characteristics to product types, strengthen group belonging for interdependent consumers, and reduce decision-making barriers for independent consumers.

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