The Impact of Social Media's Live Shopping Feature on the Behavioural Responses of Indonesia's Generation Z

Live streaming commerce has emerged as a dynamic form of e-commerce, where vendors and consumers interact in real time, creating a more attractive and immersive shopping experience. This unique format enables immediate feedback, personalized engagement, and a sense of urgency, all of which contribute to a more compelling purchasing environment. Utilizing the Stimulus-Organism-Response (S-O-R) framework, this study examines how factors such as attraction and trust influence consumptive behaviour in live shopping contexts. Data was gathered from 455 live shopping users in Indonesia through an online survey. The analysis, conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM), reveals that psychological engagement positively impacts perceived enjoyment, which subsequently drives impulse buying behaviour. Additionally, variables like convenience, exclusivity, and price are found to positively influence perceived value, which also enhances perceived enjoyment. However, perceived value does not directly impact impulse purchase behaviour, suggesting that while value plays a role in shaping enjoyment, it is the emotional engagement that primarily drives impulsivity in purchasing. These findings indicate that live shopping's success hinges on fostering positive emotional experiences, which can increase consumers' tendencies toward unplanned purchases. For vendors, strategically enhancing interactions-such as through exclusive deals and engaging presentations-can create an environment that encourages impulse buying. This study provides actionable insights for live shopping platforms, emphasizing the importance of building trust, psychological engagement, and exclusivity to maximize customer engagement and boost sales through emotionally driven interactions.