Live-Streaming Cues and Impulsive Purchase Intention in Fresh-Fruit E-Commerce: The Mediating Roles of Perceived Value and Positive Emotions

This study examines how live-streaming cues influence impulsive purchase intention in fresh-fruit e-commerce, where consumers face substantial quality uncertainty and limited opportunities for pre-purchase inspection. Drawing on the Stimulus–Organism–Response (S-O-R) framework, we examine five stimuli—anchor professionalism, anchor interactivity, visual attractiveness, price discount, and scarcity—and test whether perceived value (cognitive) and positive emotions (affective) operate as parallel mediators. Based on survey data from 353 Chinese consumers, the results show that anchor professionalism, anchor interactivity, price discount, and scarcity are positively associated with impulsive purchase intention both directly and indirectly through perceived value and positive emotions, whereas visual presentation follows a different pattern. Contrary to the common assumption that vividness primarily triggers emotional impulse, visual attractiveness does not exhibit a robust direct effect on purchase intention; instead, its influence is transmitted dominantly through cognitive perceived value rather than affective positive emotions. This finding suggests that, in high-uncertainty perishable categories, vivid presentation is more consequential when it helps consumers evaluate product value than when it merely stimulates affective reactions. The study offers targeted implications for S-O-R theory and provides practical guidance for platform design and promotional disclosure in real-time e-commerce.