Influencing Factors of Consumers’ Impulse Purchase Intentions in Livestream E-Commerce Based on DEMATEL-AISM

作者：Sijie Ma, Wanjing Wei, Jiahui Wang, Haoyu Liu, Yajie Song, Lei Yang · 发表于：Journal of theoretical and applied electronic commerce research · 年份：2025 · DOI：10.3390/jtaer20020086 · 被引用次数：11 · 研究领域：Consumer Retail Behavior Studies、Consumer Behavior in Brand Consumption and Identification、Customer Service Quality and Loyalty

As the online shopping user base continues to grow rapidly, livestream e-commerce has emerged as a pivotal commercial phenomenon. However, consumers’ impulse purchase intentions in this environment are influenced by numerous interrelated factors, and the underlying mechanisms remain complex. To address the limitations of traditional approaches in modeling nonlinear relationships and hierarchical structures, this study introduces an integrated DEMATEL-AISM approach tailored for the livestream e-commerce context. The λ-intercept method is applied to simplify the system structure and highlight key influencing factors. Based on prior literature, we designed and distributed structured questionnaires to 558 consumers and industry experts, followed by in-depth interviews with five domain experts. Through this process, an indicator system was developed encompassing 15 factors across three dimensions: product, consumer, and livestream room. Using DEMATEL-AISM, we conducted a causal analysis of these factors. The results reveal that: (1) discount intensity, livestream promotional frameworks, and time pressure are the three most critical factors influencing impulse purchase intentions; (2) product monetary value and design features act as fundamental drivers; and (3) consumer upward and downward anticipated regret, perceived product quality, perceived product scarcity, and perceived streamer’s product knowledge have direct impacts on impulse purchase. By identifying these key factors an...