Dataset for the manuscript of Influencing Mechanism of Parasocial Interaction on Impulse Buying in Livestreaming Commerce

Interactions between the anchor and viewers play an important role in fostering viewers’ fashion product impulse buying in the fast-growing livestreaming commerce. However, its influence mechanism is still unknown. We proposed an S-O-R model based on parasocial interaction (PSI), which refers to friend-like interactions, to explain the viewers’ urge to buy impulsively. Customer experience (CX) and trust were selected as the mediatory factors. Based on a sample of 440 livestreaming viewers who purchased fashion products in China, we validated the model and found that PSI does not contribute to the urge to buy impulsively without CX acting as a mediator. Unexpectedly, trust has a negative impact on the urge to buy impulsively while significantly enhancing CX. This result further emphasised the importance of CX, as it also mediates the relationship between trust and impulse buying urge. This study enriches our understanding of PSI and CX within livestreaming commerce.To submit this manuscript to one journal paper, the dataset needs to be published on Figshare.