Live Streaming and Its Effect on Impulse Buying in Indonesian Fashion Electronic Commerce

This study investigates the impact of live streaming on Indonesian e-commerce buyers' impulse buying behavior in the fashion product category, with a focus on critical aspects in information systems and management. The research explores the impact of live streaming on impulse buying behaviour in terms of e-commerce, employing the SOR framework to examine the relationship between interface design, responsiveness, visibility, and metavoicing (Stimulus), perceived usefulness and immersion (Organism), and impulse buying behaviour (Response). 424 survey data from active Indonesian e-commerce consumers who had watched live streaming while buying for fashion items within the previous three months were used in this quantitative study. Using SmartPLS 4.0 to analyze the data, the findings suggested that immersion which is impacted by visibility and metavoicing had a greater direct impact on impulse purchase behavior than perceived usefulness. Researchers and industry professionals can learn a lot from this study about how technology-enabled retail spaces and customer behavior patterns are related.