Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

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First, the purpose of this study is to examine the impact of situational variables, scarcity and serendipity, on online impulse buying (OIB) in Chinese social commerce (SC) environment. Second, the study further assesses the moderating role of five dimensions of hedonic shopping value. Data were gathered from 671 online shoppers who come from two metropolitan cities of China, Beijing, and Shanghai. Structure equation modeling utilized was generated by AMOS 23 version to test the study hypotheses. The results confirm that situational factors positively influence the online impulse buying among Chinese online shoppers in SC environment. Four dimensions of hedonic shopping value (social shopping, relaxation shopping, adventure shopping and idea shopping) positively moderate the relationship between serendipity and OIB; value shopping is insignificant with moderation effect. The finding is helpful to the online retailers and SC web developers by recommending them to take the scarcity and serendipity in their consideration. These factors have the potential to motivate the consumers to initiate the hedonic shopping aptitude to urge to buy impulsively. Unlike the previous work which remained unsuccessful in incorporating all factors into one study, this study has incorporated irrational and unplanned consumption along with rational and planned one in the same research.

This study examined whether individuals experiencing significant depressive symptoms would differ from non-depressed controls in their interpretation of internet memes related to depression, whilst incorporating the mediating role of emotion regulation difficulty. Forty-three individuals presenting clinically significant depressive symptoms (indicating ≥15 on the PHQ-9) and 56 nondepressed controls (indicating ≤4) rated the emotional valance, humour, relatability, shareability, and mood improving potential of 32 depressive and control (depicting general neutral or positive social commentaries) internet memes. Measures of depression and emotion dysregulation were also completed. the perception of humour, relatability, shareability and mood improving potential of depressive, but not control, memes were all greater amongst individuals with symptoms of depression relative to controls. However, these differences were mediated by deficits in the ability to deploy adaptive emotion regulation strategies. Despite their negative orientation, internet memes related to depression may be beneficial for individuals experiencing consistent symptoms. Specifically, by potentially facilitating: a humorous take on a negative experience and situation; the perception of peer-support through affiliation with others experiencing similar symptoms; and adaptive emotion regulation strategies amongst those with deficits in the ability to deploy such strategies.