The Effect of E-Commerce Live Streaming on Impulsive Buying Decisions Using S-O-R Framework

Raisya Renata Indri Astuti (), Ratih Hurriyati and Heny Hendrayati
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Raisya Renata Indri Astuti: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 177-184 from Springer

Abstract: Abstract E-commerce live streaming has become popular because it lets customers see products up close and interact with sellers, encouraging impulsive purchases. This study explores the impact of E-Commerce Live Streaming on Impulsive Buying Decisions, with Trust and Flow Experience as mediating factors. This study aims to identify how streamer characteristics, streamer performance, and time pressure influence impulsive buying decisions. Using a quantitative and explanatory survey approach, the research surveyed 170 Indonesian respondents who have shopped via live streaming on platforms like Shopee, Tokopedia, Lazada, and Tiktokshop, employing purposive sampling. SEM-PLS analysis was conducted using SmartPLS 3. The findings indicate that streamer characteristics and performance significantly drive impulsive buying decisions through the mediating effects of Trust and Flow Experience. However, while positively impacting flow experience, time pressure did not considerably influence impulsive buying decisions. These findings offer insights for e-commerce platforms and content creators to enhance viewer engagement and optimize strategies.

Keywords: E-Commerce Live Streaming; Trust; Flow Experience; Impulsive Buying Decision; Viewer Engagement (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_22

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DOI: 10.2991/978-94-6463-817-2_22

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