Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases

Jiaying Liang

doi:10.47297/wspceWSP2516-251943.20250905

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Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases

9卷第5期

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Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases
Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases
School of Communication Science and Arts, Chengdu University of Technology, Chengdu, Sichuan, 610051, China
2025年9卷第5期页码：225-231
纸质出版：2025-10-30
DOI：10.47297/wspceWSP2516-251943.20250905
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Jiaying Liang. (2025). Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases. 创意经济（英文版）, 9(5), 225-231.

Liang Jiaying.Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases[J].Creative Economy,2025,09(05):225-231.
Jiaying Liang. (2025). Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases. 创意经济（英文版）, 9(5), 225-231. DOI： 10.47297/wspceWSP2516-251943.20250905.

Liang Jiaying.Emotional Drive of Anchor Scripts: A Study on the Formation Mechanism of Live-Streaming Impulsive Purchases[J].Creative Economy,2025,09(05):225-231. DOI： 10.47297/wspceWSP2516-251943.20250905.

摘要

Abstract

The booming development of live-streaming e-commerce has made anchor scripts a key factor influencing consumers' decisions. Impulse buying

a typical behavior in this scenario

is often triggered by immediate emotions. Existing studies mostly focus on the characteristics of scripts or single influencing factors of impulse buying

but rarely conduct in-depth analysis of the internal logic of "script - emotion - purchase". Based on the Emotional Arousal Theory and the S-O-R Model

this paper focuses on how anchor scripts drive impulse buying through emotions

explores the types of emotions (such as pleasure and urgency) triggered by different script strategies (such as emotional expression and scarcity emphasis)

and their differentiated impact paths on purchase decisions. It verifies the mediating role of emotions through empirical research

aiming to reveal the formation mechanism of impulsive buying in live-streaming

which not only enriches relevant theoretical research but also provides practical guidance for live-streaming practitioners to optimize script design.

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Keywords

references

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