In recent years, the explosive growth of live streaming e-commerce has revolutionized the landscape of online shopping, introducing social dynamics that profoundly affect consumer behavior. A groundbreaking study published in BMC Psychology by Liu, Chen, Yang, and colleagues in 2025 delves deeply into one of the most captivating phenomena in this space: the impact of social presence on impulsive buying. This comprehensive research sheds light on the intricate psychological mechanisms governing how customer inspiration and positive emotions drive spontaneous purchase decisions during live commerce events.
Live streaming platforms encourage real-time interaction between sellers and consumers, creating a digitally immersive environment that mimics face-to-face shopping experiences. This simulation of social presence—where buyers feel personally connected with streamers and other viewers—emerges as a potent trigger for impulsive buying. Understanding precisely how social presence influences consumer psychology is pivotal, especially as e-commerce increasingly incorporates live streaming features globally.
Liu and colleagues approached this inquiry by integrating psychological theories with empirical data, revealing that social presence does not merely boost engagement but actively catalyzes cognitive and emotional responses that prompt impulsive purchasing. At its core, social presence fosters a heightened sense of belonging and urgency, effectively lowering consumers’ inhibitory control. By feeling seen and acknowledged within the streaming community, customers are more susceptible to spontaneous buying impulses that bypass their usual deliberative thinking.
One of the study’s key contributions lies in disentangling the mechanisms through which social presence operates. The researchers identified customer inspiration as a crucial cognitive mediator. Inspiration, as conceptualized here, refers to a motivational state that compels buyers to transcend their ordinary consumption patterns and embrace novel, often unexpected purchases. This intellectual excitation arises from perceiving new possibilities and personalized narratives woven by streamers, triggering a transformative enthusiasm that propels impulsive acquisitions.
Beyond cognitive inspiration, the research emphasizes the indispensable role of positive emotions. Positive affective states generated by lively engagements and enthusiastic streamer presentations amplify impulsive buying tendencies. Emotions such as joy, excitement, and admiration elevate consumers’ immediate satisfaction anticipation, skewing their decision-making process toward hedonic rewards rather than utilitarian assessments. The study highlights this emotional swell as a critical accelerator, where moments of collective enthusiasm during live streams create emotional contagion that spreads impulsivity across the audience.
The interplay between social presence, inspiration, and emotion forms a powerful trifecta that explains why live streaming e-commerce outperforms traditional online shopping regarding impulse purchases. Unlike static storefronts, live streams facilitate dynamic social interactions, shared experiences, and real-time feedback loops. These features foster an environment where consumers feel both cognitively stimulated and emotionally uplifted, dramatically increasing their likelihood of acting on impulse.
Moreover, the research underscores technological elements enhancing social presence’ effectiveness. High-definition video, interactive chat rooms, instant reactions such as likes or gift giving, and personalized product demonstrations all contribute to the realism and immediacy of the streaming session. These technical affordances enrich the user experience, making it more synchronous and authentic, which magnifies the psychological impact on impulsive purchasing behavior.
Significantly, the authors caution that while impulsive buying driven by social presence can boost sales, it raises ethical considerations around consumer autonomy. When decisions are influenced by emotionally charged social environments and inspired states, buyers may relinquish critical scrutiny, potentially leading to regretful purchases or financial strain. The study advocates for enhanced transparency and consumer education to balance commercial interests with responsible shopping practices.
From a marketing perspective, Liu and colleagues provide actionable insights. Brands leveraging live streaming platforms can optimize impulses by crafting narratives that evoke inspiration, facilitating interactive and emotionally engaging presentation styles. Tailoring content to heighten perceived social presence, such as fostering streamer-viewer rapport and community inclusivity, can strategically amplify buy signals while maintaining authenticity and trustworthiness.
Further, the research encourages exploring individual differences in susceptibility to social presence effects. Personality traits such as extraversion, impulsivity, and social anxiety might modulate the intensity of inspiration and emotion elicited during live streams, influencing buying patterns. Future studies aimed at psychological profiling could enable personalized marketing approaches that respect consumer diversity and preferences.
The implications extend beyond e-commerce, touching on fundamental human behaviors in digitally mediated social environments. Live streaming commerce exemplifies how technology reshapes social interactions and consumption through novel channels of influence. Liu’s study acts as a foundational reference for understanding these evolving dynamics, inviting multidisciplinary scholarship spanning psychology, marketing, and digital communications.
In conclusion, this pioneering investigation elucidates the central role of social presence in accelerating impulsive buying within live streaming e-commerce frameworks. By mapping out the dual mechanisms of customer inspiration and positive emotion, the research provides a rich conceptual and empirical apparatus for grasping one of the digital economy’s most dynamic trends. As live streaming continues to proliferate, integrating these psychological insights will prove critical for consumers, businesses, and policymakers striving to navigate this brave new world of social commerce.
Subject of Research: The psychological impact of social presence on impulsive buying behavior during live streaming e-commerce, specifically examining the roles of customer inspiration and positive emotion.
Article Title: The role of social presence in impulsive buying during live streaming E-commerce: exploring the mechanisms of customer inspiration and positive emotion.
Article References:
Liu, M., Chen, X., Yang, B. et al. The role of social presence in impulsive buying during live streaming E-commerce: exploring the mechanisms of customer inspiration and positive emotion. BMC Psychol (2025). https://doi.org/10.1186/s40359-025-03743-4
Image Credits: AI Generated
