Introducing the cognitive impulse model: a cognitive framework for impulse buying behavior in flash sale live streaming

Purpose This study aims to introduce the cognitive impulse model to better understand impulsive buying behavior in the context of flash sale live streaming. The model is developed by integrating the pleasure-arousal-dominance (PAD) theory and cognitive appraisal theory to explain the psychological mechanisms that underlie purchase impulsiveness. Design/methodology/approach Data were collected from 464 respondents with experience in e-commerce live streaming platforms. Findings Using partial least squares structural equation modeling and importance-performance map analysis, the findings confirm the integration of the PAD emotional framework and cognitive evaluation concepts in predicting impulse buying behavior within flash sale live streaming. Practical implications This study provides a framework for marketing professionals, e-commerce platforms and digital commerce strategists to design emotionally stimulating live streaming experiences and develop strategic initiatives that effectively increase consumer impulse buying. Originality/value This study introduces and empirically validates the cognitive impulse model by combining the PAD theory with cognitive appraisal in the context of flash sale live streaming, offering new insights for theory development and digital retail strategy.