THE IMPACT OF LIVE SHOPPING ON CONSUMER PURCHASE INTENTIONS IN INDONESIA

Live shopping allows consumers to interact with sellers in real time while purchasing products online. This study examines the impact of live shopping on consumer purchase intention in Indonesia using the Stimulus–Organism– Response (S-O-R) framework. Live streamer characteristics, product characteristics, and platform environment are treated as stimulus variables, while trust and impulsiveness represent consumers’ internal psychological states, and purchase intention is the behavioral outcome. A quantitative method is used by collecting data from Indonesian consumers who have experience with live shopping, and the data are analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results are expected to show that live shopping factors influence purchase intention directly and indirectly through trust and impulsiveness, providing useful insights for e-commerce platforms and sellers in Indonesia.