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

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

Authors
Raisya Renata Indri Astuti1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, 40154, Bandung, Indonesia
*Corresponding author. Email: raisyarenata@upi.edu
Corresponding Author
Raisya Renata Indri Astuti
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_22How to use a DOI?
Keywords
E-Commerce Live Streaming; Trust; Flow Experience; Impulsive Buying Decision; Viewer Engagement
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_22How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Raisya Renata Indri Astuti
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - The Effect of E-Commerce Live Streaming on Impulsive Buying Decisions Using S-O-R Framework
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 177
EP  - 184
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_22
DO  - 10.2991/978-94-6463-817-2_22
ID  - Astuti2025
ER  -