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

本研究旨在探究直播购物应用场景下的冲动消费影响因素，考察物理特征相似度（Physical Characteristic Similarity）、价值相似度（Value Similarity）、产品属性（Product Attributes）、拟社会关系（Parasocial Relationships）、产品适配度（Product Fit）、信任度（Trust）与感知产品质量（Perceived Product Quality）的作用效应。本研究采用定量研究范式，以一手数据为数据源，通过问卷法开展数据收集；研究样本涵盖421名具备直播购物经历的消费者，采用立意抽样法选取研究对象；数据分析借助Smart PLS统计软件，通过结构方程模型（Structural Equation Modeling，SEM）完成。研究结果表明，物理特征相似度、价值相似度、产品属性、拟社会关系与信任度可显著提升产品适配度与感知产品质量，进而驱动冲动消费行为。本研究强调了优化直播购物体验以提升消费者满意度的重要性，并凸显了直播购物在印尼蓬勃发展的电子商务格局中日益重要的作用。