This study examines how marketing cues in live-streaming shopping shape impulsive buying through consumer inspiration. In addition, we investigate whether product type moderates the process through which browsing translates into an urge to buy. Using survey data from 501 Chinese consumers with live-stream shopping experience, we test a structural equation model linking transactional cues (scarcity messages and deal proneness), experiential cues (social interaction and telepresence), browsing orientations (utilitarian and hedonic), urge to buy, and impulsive buying. The results show that experiential cues more strongly stimulate hedonic browsing, whereas transactional cues primarily drive utilitarian browsing. Product type further moderates the relationship between browsing and the urge to buy. Specifically, utilitarian browsing is more strongly associated with the urge to buy for habitual-directed products, whereas hedonic browsing is more strongly associated with the urge to buy for goal-directed products. By extending the consumer inspiration framework to impulsive buying and introducing product type as a boundary condition, this study clarifies how live-streaming stimuli convert browsing into purchase impulses and provides guidance for designing cue combinations that align with consumers' browsing motivations and product characteristics.