From Stream to Purchase: Exploring Parasocial Interaction and Social Presence as Mediators of Impulsive Purchase in TikTok Live Commerce

This dataset contains primary survey data investigating the drivers of impulsive purchase behavior in TikTok Live Commerce in Indonesia. Data were collected from 415 respondents using a structured questionnaire with a five-point Likert scale (1 = strongly disagree to 5 = strongly agree). The variables include Social Attraction, FOMO, Narrative Involvement, Telepresence, Parasocial Interaction, Social Presence, and Impulsive Purchase. All data have been anonymized and are provided to support transparency, replicability, and further quantitative analysis in the field of digital consumer behavior.