Drivers of Gen Z Impulsive Buying: Host, Emotion, and Quality in TikTok Live

This dataset supports the study titled “Drivers of Gen Z Impulsive Buying: Host, Emotion, and Quality in TikTok Live.” The research explores how host performance, emotional euphoria, and perceived quality value influence impulsive buying behavior among Generation Z consumers in Indonesia’s TikTok Live Shopping environment. Data were collected through an online questionnaire distributed to 136 respondents, all representing active Gen Z users with prior experience purchasing through TikTok Live sessions. Each construct was measured using multiple indicators on a five-point Likert scale. The dataset contains variables related to host communication performance, emotional excitement during live shopping, perceived product quality, and impulsive buying tendencies. Statistical analysis was performed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine direct effects and the explanatory power of the proposed model. This dataset provides empirical insights into consumer behavior within live-stream commerce and contributes to extending the Integrated Marketing Communication (IMC) framework to real-time social shopping contexts. Researchers and practitioners may use this dataset to further investigate emotional and communicative drivers of digital consumer decisions among younger audiences.