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Live-streaming shopping has transformed traditional e-commerce by adding a social element, allowing consumers to interact with sellers and virtually experience products. This study examines impulsive buying behavior in the context of live-streaming shopping from the perspectives of consumers and sellers in Indonesia. Using the Stimulus-Organism-Response (S-O-R) model, the study compares the impact of a social presence on impulsive buying behavior, considering the consumer trust and flow state on e-commerce and social network platforms due to the different characteristics between these platforms. An online survey was performed utilizing a quota sampling method to ensure balanced samples of customers of live-streaming shopping from each platform. The 346 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) to maximize the predictive power of the structural model and multigroup analysis (MGA) to compare live-streaming shopping platforms The findings indicate varied effects of a social presence on impulsive buying behavior through consumer trust and flow state. Interestingly, there was only one significant difference of the impact of social presence on consumer trust and flow state based on the live-streaming platforms. This research enhances our understanding of the relationship between a social presence and impulsive buying behavior in live-streaming shopping, providing practical insights for practitioners to optimize the impact of a social presence in driving impulsive buying. It offers valuable knowledge for researchers and industry professionals in the online shopping industry.
Widjaja et al. (Mon,) studied this question.