Revolutioning E Commerce : How Live Shopping Shapes Consumer Impulse Buying in Indonesia

This study explores the determinants of impulse buying within Live Stream Shopping applications, examining the impact of Physical Characteristic Similarity, Value Similarity, Product Attributes, Parasocial Relationships, Product Fit, Trust, and Perceived Product Quality. This research adopts a quantitative approach with primary data sources. Data collection was conducted using a questionnaire. The sample consists of 421 consumers who have experienced live streaming shopping. Purposive sampling was employed to select the participants. Data analysis was performed using Structural Equation Modeling (SEM) with the assistance of Smart PLS statistical software. The results reveal that Physical Characteristic Similarity, Value Similarity, Product Attributes, Parasocial Relationships, and Trust significantly enhance Product Fit and Perceived Product Quality, which in turn drive Impulse Buying. This research underscores the importance of optimizing live stream shopping experiences to improve consumer satisfaction and highlights the growing role of live stream shopping in Indonesia's vibrant e-commerce landscape