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

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Raisya Renata Indri Astuti

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Raisya Renata Indri Astuti & Ratih Hurriyati & Heny Hendrayati, 2025. "The Effect of E-Commerce Live Streaming on Impulsive Buying Decisions Using S-O-R Framework," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 177-184, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_22
    DOI: 10.2991/978-94-6463-817-2_22
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