Abstract: Short-form commerce combines continuous content exposure with social interaction, recommendation systems, product demonstration, and immediate transaction functions. This review develops an evidence-based model linking unconscious browsing, emotional arousal, and impulsive buying across short-video, social-commerce, and livestreaming contexts. The model treats scrolling as a behavioural stimulus that increases exposure and reduces deliberate stopping, while platform cues, influencer performance, reviews, scarcity, and interface design shape the user’s cognitive-affective state. Evidence from the selected studies indicates that hedonic browsing, social presence, flow, customer inspiration, pleasure, and arousal commonly mediate the relationship between environmental cues and purchase responses. The evidence base includes surveys, structural equation models, eye-tracking, panel data, mixed-methods research, neural-network analysis, and multimodal behavioural prediction. Survey-based studies generally support indirect pathways from vividness, interactivity, personalization, influencer credibility, and scarcity to urge to buy through affective or experiential states. Yet cognitive routes remain relevant: perceived usefulness, information quality, trust, reviews, and algorithmic consistency can shape browsing, resonance, perceived value, and purchase responses . The resulting model therefore specifies parallel affective and cognitive routes rather than treating emotion as the sole explanation. It also incorporates impulsivity, self-control, product type, viewer engagement, and persuasion knowledge as boundary conditions. The review identifies a persistent gap between reported purchase intention and observed conversion, and it calls for temporal, multimodal designs that connect scrolling behaviour to arousal and transaction outcomes.

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