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The explosion of the global disaster and the ongoing e-shopping improvements have fueled China’s fast growth in the live shopping industry. This new business paradigm enables merchants to communicate with consumers in a direct way. The goal of this study, which is based on the SOR theory, is to explore critical variables of consumers’ emotional attachment, along with their influence on consumer impulsive buying response within the live streaming scenario. The link between impulse buying behaviour and emotional attachment, moderated by trust, is also examined. A total of 154 usable surveys with “Oriental Selection” purchasing experience are collected. This research uses correlation analysis, ANOVA, and regression analysis to analyse the data. After empirical investigation, the results confirm that content-based sales approach and attractiveness have a significant impact on users’ emotional attachment, which in turn positively affects impulse buying. However, trust is not significantly related to impulse buying behaviour. The research also demonstrates that trust acts as a moderator in the relation between emotional attachment and online impulsive purchasing. Based on the analysis, managerial implications such as providing consumers with eye-opening experiences and adding more entertainment activities are proposed.

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