This research aimed to investigate the impacts of the characteristics of the live streaming commerce on Chinese Gen Z consumers’ compulsive and responsible fashion consumption and explore the mechanism of the impacts. This study is based on Stimulus-organism-response theory and explores the stimuli including the interactivity, convenience, and playfulness of the live-streaming experience affect consumers’ enjoyment, which affect their impulsive and responsible consumption, and follower number directly affects impulsive and responsible consumption. The study finds that in both unsustainable fashion product condition and sustainable fashion product condition, interactivity, convenience, and playfulness of the live-streaming experience affect consumers’ enjoyment, which affect their impulsive and responsible consumption. The large follower number has a positive impact on impulsive consumption while the small follower number has a positive impact on responsible consumption. Moreover, emotional resonance has no moderate effect on the relationship between enjoyment and responsible consumption. The study expands the current literature on live streaming by investigating both impulse buying and responsible buying behavior in apparel consumption among Chinese Generation Z consumers.
Keywords: Live streaming,implusive consumption, responsible consumption,Chinese Gen Z
