With the proliferation of live streaming commerce, there is growing evidence that impulse buying within a live shopping context is occurring. In consideration of the interactive nature of live streaming commerce, this paper proposes an interaction–immersion model to investigate factors affecting impulse buying behaviour. The proposed research model assesses the effects of different kinds of interaction (the person–environment interaction, the para-social interaction with streamers, the para-social interaction with other participants) on interaction immersion, and the subsequent response, i.e., impulse buying behaviour of customers. The proposed model is validated using survey data from 358 users of live shopping. The results show that the three dimensions of interaction have positive and significant effects on customers’ interaction immersion, which can affect impulse buying behaviour positively and significantly. Also, streamer attractiveness can positively moderate the effect of interaction immersion on impulse buying behaviour. These findings highlight the vital role of interaction and immersion in encouraging impulse buying behaviour, which can shed light on the design of a better live shopping platform and marketing strategies of sellers.

随着直播商务的激增，越来越多的证据表明，在直播购物环境中的冲动购买正在发生。考虑到直播商务的交互性，本文提出了一种交互-沉浸模型来研究影响冲动购买行为的因素。拟议的研究模型评估了不同类型的互动（人与环境互动、与主播的准社交互动、与其他参与者的准社交互动）对互动沉浸感的影响，以及随后的反应，即冲动购买行为客户。所提出的模型使用来自 358 位实时购物用户的调查数据进行了验证。结果表明，交互的三个维度对客户的交互沉浸感具有积极且显着的影响，这可以积极和显着地影响冲动购买行为。此外，流媒体的吸引力可以积极调节互动沉浸对冲动购买行为的影响。这些发现强调了互动和沉浸在鼓励冲动购买行为中的重要作用，这可以阐明更好的直播购物平台的设计和卖家的营销策略。