Data Set - Understanding Impulsive Buying Behavior in TikTok Live Commerce Using the Stimulus-Organism-Response Framework

This study attempts to identify factors that influence consumers’ urge to buy on TikTok Live. Specifically, this study utilized the Stimulus–Organism–Response (S-O-R) of online shopping model that has been widely applied in previous studies. In this study, the characteristics of the streamer as well as product-related attributes were employed as the stimulus. Perceived usefulness and perceived enjoyment were used as mediating variables. The data were collected from Indonesian users of TikTok Live and were analyzed by employing Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results revealed that attractiveness of the streamer positively influenced perceived enjoyment of the product, whereas product’s usefulness and purchase convenience influenced perceived usefulness of the product. Furthermore, perceived usefulness of a product influenced both perceived enjoyment and urge to buy on impulse of the product. The findings also showed that perceived enjoyment of a product strongly influenced urge to buy on impulse of the product. In addition, trustworthiness of the streamer, expertise of the streamer, and price of the product did not have significant effect on the psychological responses of consumers in TikTok Live. The findings indicated that factors which influenced impulsive buying on TikTok Live were primarily related to emotional engagement, entertainment value, and transaction convenience. The current study also extended the application of S-O-R framework in the context of AI-driven social commerce and could benefit sellers as well as SMEs in developing effective live streaming marketing strategies.