Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

Nostalgia is an important factor affecting consumers’ intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come into being? How will consumers’ collective nostalgia affect their consumption decisions? And what can we do to guide it? By sorting out the relevant literature, this paper attempts to explore the driving factors of collective nostalgia and observe the internal impact of it on national brand consciousness. Furthermore, a mechanism model of collective nostalgia is constructed, and data collection and empirical analysis are carried out by means of a questionnaire. The results show that relative deprivation, social alienation, interpersonal alienation and environmental alienation have significant positive predictive effects on collective nostalgia, while cultural discontinuity and historical discontinuity have no significant predictive effect on collective nostalgia. In addition, collective nostalgia has a positive influence on national brand consciousness; personal identity, social identity and collective identity all play mediating roles between collective nostalgia and national brand consciousness. With the improvement in social emotion, the positive effect of social identity and collective identity on national brand consciousness is strengthened, while the influence of personal identity on national brand consciousness is not significant. The study enriches the basic theory of collective nostalgia and national brand consciousness and provides suggestions for further developing domestic brands and expanding the influence of domestic brands.