The purpose of this study is to explore the relationship between college students' social presence, flow experience and impulsive consumption behavior in the scene of live shopping. Taking college students as the research object, the data were collected by questionnaire survey and analyzed by SPSS 26.0 software. The results show that, on the whole, the college students are above average in social presence, flow experience and impulsive consumption behavior, but there are differences in different dimensions. Specifically, in the emotional dimension of social telepresence, women scored significantly higher than men; In terms of flow experience, the overall level of women is higher than that of men, and the scores of students majoring in arts and sports are higher than those of other majors; Impulse consumption behavior also shows gender differences, and women are more likely to produce impulse consumption. The analysis of intermediary effect shows that flow experience plays a part of intermediary role between social presence and impulsive consumption behavior, that is, social presence can not only directly and positively predict college students' impulsive consumption behavior, but also indirectly affect their impulsive consumption level through flow experience. The above findings further reveal the internal driving mechanism of college students' impulsive consumption in the context of live shopping, and provide theoretical reference for related research and practice.

The purpose of this study is to explore the relationship between college students' social presence, flow experience and impulsive consumption behavior in the scene of live shopping. Taking college students as the research object, the data were collected by questionnaire survey and analyzed by SPSS 26.0 software. The results show that, on the whole, the college students are above average in social presence, flow experience and impulsive consumption behavior, but there are differences in different dimensions. Specifically, in the emotional dimension of social telepresence, women scored significantly higher than men; In terms of flow experience, the overall level of women is higher than that of men, and the scores of students majoring in arts and sports are higher than those of other majors; Impulse consumption behavior also shows gender differences, and women are more likely to produce impulse consumption. The analysis of intermediary effect shows that flow experience plays a part of intermediary role between social presence and impulsive consumption behavior, that is, social presence can not only directly and positively predict college students' impulsive consumption behavior, but also indirectly affect their impulsive consumption level through flow experience. The above findings further reveal the internal driving mechanism of college students' impulsive consumption in the context of live shopping, and provide theoretical reference for related research and practice.