From Streaming to Direct Buying: Customers’ Impulsive Buying Behaviour in TikTok Live-Streaming Commerce

The rapid evolution of e-commerce and the integration of social media platforms have significantly altered consumer behavior, especially with the rise of livestream shopping. This study investigates impulsive buying behavior in the context of TikTok Live-Streaming Commerce in Indonesia. It explores how external stimuli such as variety of selection, attractiveness, and price attributes influence impulsive buying behaviors, mediated by utilitarian and hedonic values. A quantitative research methodology was employed, using surveys distributed to TikTok livestream shopping users in Indonesia. Data were collected from 316 TikTok users who have engaged in live-stream shopping. The data was gathered through online questionnaires and analyzed using SPSS software to perform descriptive statistics, factor analysis, reliability tests, and regression analyses. The findings reveal that a wide variety of selection enhances impulsive buying behavior in the dynamic environment of TikTok live streams which is believed to be due to the stimulating nature of the platform. Attractiveness and price attributes significantly increase impulsive buying behavior, with both utilitarian and hedonic values partially mediating these relationships. The study highlights that strategic pricing tactics also play a critical role in driving impulsive purchases. This study extends the application of the Stimulus-Organism-Response (S-O-R) framework to the context of live streaming, demonstrating the significant roles of utilitarian and hedonic values in mediating the effects of external stimuli on impulsive buying behavior. The research provides insights for marketers and e-commerce platforms aiming to enhance consumer engagement and drive sales through optimized live streaming platform, specifically TikTok live streaming. Additionally, the study underscores the need for responsible marketing practices to mitigate the potential negative impacts of impulsive buying on consumers, promoting a balanced approach to digital commerce.