Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis

•The research examines the antecedents of impulsive buying in livestreaming commerce.•Parasocial interaction and vicarious experience contribute to affective reactions.•Price perception and scarcity persuasion contribute to cognitive reactions.•Cognitive reactions lead to affective reactions which affect impulsive buying urges.•The formation of impulsive buying urge is moderated by impulsive buying tendency.