||Recently, live is getting more and more popular and has became standard function in many Network platforms and Apps. Facebook embedded this function on February 2016. With live, viewer can instantly interact with broadcaster. Facebook live platform can be considered as a sales channel for many business. Different from traditional TV direct sale, Facebook live allows direct and more convenient interaction which may increase viewers’ impulsiveness to bid.|
Based on the Stimulus-Organism-Response framework, this study attempts to explore the environmental and personal factors that may affect viewers’ affect, which in turn, boost bidding impulsiveness. The research results show that three environmental factors (including friend, crowd and layout) and two personality traits (the desire to win and impulsive tendencies) have impacts on viewers’ emotions. In addition, bidding intention has a positive impact on bidding impulsiveness. Furthermore, impulsive tendencies also directly affect bidding impulsiveness.