Live Streaming and Impulsive Purchases: Examining the Role of Real-Time Engagement in Customer Checkout Decision

Abstract

In the evolving landscape of digital commerce, consumer behavior is increasingly influenced by immersive technologies that blur the lines between entertainment and shopping. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study investigates how real-time engagement during live streaming affects impulsive purchasing behavior among Indonesian consumers. Specifically, it explores how interactive features—such as live chat, urgency cues, and host credibility—function as stimuli that shape internal states like emotional arousal, trust, and flow, ultimately influencing unplanned purchase decisions.

A quantitative approach was employed, using a structured questionnaire distributed to Indonesian consumers familiar with live stream shopping platforms. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. Results indicate that real-time engagement significantly enhances emotional and cognitive involvement, with flow state emerging as the most influential predictor of impulsive buying. Emotional arousal and trust, while theoretically relevant, did not show statistically significant direct effects in this model.

These findings extend the application of the S-O-R model in the context of live commerce by incorporating flow theory and social presence. Practically, the study provides insights for digital marketers on designing more effective and ethical live streaming strategies while acknowledging potential consumer risks such as pressure, urgency, and manipulation.