Psychological Development and Education ›› 2026, Vol. 42 ›› Issue (1): 50-59.doi: 10.16187/j.cnki.issn1001-4918.2026.01.06

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The Influence of Anchor’s Emotional Arousal on Middle-aged and Older Adult’s Purchase Intention under Livestreaming E-commerce Situation

JIN Menghan1,2, XU Hui3, GONG Xianmin4, PENG Huamao1,2   

  1. 1. Institute of Developmental Psychology, Beijing Normal University, Beijing 100875;
    2. Beijing Key Laboratory of Applied Experimental Psychology, Faculty of Psychology, Beijing Normal University, Beijing 100875;
    3. Zhejiang Financial College, Hangzhou 310018;
    4. Stanley Ho Big Data Decision Analytics Research Centre, The Chinese University of Hong Kong, Hong Kong 999077
  • Published:2026-01-19

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Abstract: Livestreaming e-commerce has surged in recent years, increasingly captivating middle-aged and older consumers. Understanding the psychological mechanisms behind consumption decisions among middle-aged and older individuals contributes to grasping the lifespan developmental characteristics of how emotions influence higher-level cognition. Emotional contagion is known to wield considerable influence over subsequent attitudes and behaviors. However, the influencing mechanism through which emotional contagion influences live-streaming consumption decisions remains unknow. Based on Elaboration Likelihood Model, this study endeavors to investigate the impact of anchors’ emotional arousal on middle-aged and older adults’ willingness to purchase in livestreaming e-commerce context. Additionally, the research aims to delve into the potential underlying mechanism, distinguishing between the central route and peripheral route processes. In this study,236 healthy participants with a mean age of 65.93 years were recruited and randomly assigned to two groups (high-emotional-arousal vs. low-emotional-arousal). The participants partook in a simulated consumer decision-making task, wherein decision scenarios were meticulously crafted using pre-shot video content. After viewing the video, participants proceeded to rate the emotional arousal of both the anchor and themselves. This was followed by tasks involving the assessment of purchase intention and the recall of product information. The findings of the study revealed that: (1) The emotional arousal of the anchor significantly bolsteredmiddle-aged and older people’ purchase intention of livestreaming e-commerce; (2) The emotional arousal of the anchor effectively ignited corresponding emotional arousal among the participants; (3) The emotional arousal of themselves served significant mediating factor, the emotional arousal of themselves and perceived trust amongst middle-aged and older adults served as chained mediating factors, shaping the relationship between the anchor’s emotional arousal and the purchase intention of middle-aged and older adults; (4) The mediating effects through the recall of product attributes received partial support. In summation, the purchasing intention of middle-aged and older adults in the livestreaming e-commerce arena is influenced by emotional contagion in the live-streaming. Moreover, this influence involves both peripheral processing mechanisms and some degree of central processing mechanisms, with greater support for peripheral route processing. This study not only helps to elucidate the increasingly prominent impact of emotional factors on decision-making in late adulthood but also serves to alert middle-aged and older individuals to exercise caution during live shopping, avoiding impulsive consumption driven by emotional arousal.

Key words: emotion arousal, purchase intention, emotional contagion, perceived trust, middle-aged and older adult

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