Streamer Attributes and Impulsive Buying Behavior: The Mediating Role of Customer Engagement in TikTok Shop Live Streaming Commerce
DOI:
https://doi.org/10.51278/aj.v8i2.2603Keywords:
Live Streaming Commerce, Customer Engagement, Impulsive Buying Behavior, Streamer Credibility, Streamer Interaction QualityAbstract
The development of live streaming commerce has changed the way consumers interact with digital platforms and make online purchasing decisions. Platforms like TikTok, through their TikTok Shop feature, combine entertainment, social interaction, and real-time product promotions, which can encourage impulsive buying behavior. However, not all viewers who watch live streaming sessions make purchases, so it is important to understand the psychological mechanisms that influence consumer engagement and purchasing decisions in this context. This study aims to analyze the influence of streamer attributes, including positive emotion, streamer credibility, and streamer interaction quality, on impulsive buying behavior through customer engagement as a mediating variable. This research framework is based on Stimulus–Organism–Response Theory, which explains that environmental stimuli can influence an individual's psychological state before producing a specific behavioral response. This study uses a quantitative approach with data collection through a survey of 390 respondents who have experience watching live streaming commerce on TikTok Shop. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that positive emotion, streamer credibility, and streamer interaction quality have a positive and significant effect on customer engagement. Furthermore, customer engagement was shown to have a significant positive influence on impulsive buying behavior and acted as a mediating variable in the relationship between streamer attributes and impulsive buying behavior. These findings suggest that consumer engagement is a crucial psychological mechanism linking live streaming experiences to spontaneous purchasing decisions in live streaming commerce environments.
References
Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Laporan survei penetrasi internet Indonesia 2025. APJII.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(98)90009-4
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video.
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers' motivations. Proceedings of the Annual Hawaii International Conference on System Sciences, 2545–2554.
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? Telematics and Informatics, 35(1), 293–303.
Chen, C. C., & Lin, Y. C. (2023). The impact of time pressure on impulsive buying in live-streaming commerce. Electronic Commerce Research and Applications, 58, 101223.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage.
Cube Asia. (2024). Live commerce in Southeast Asia report 2024. Cube Asia.
DataIndonesia.id. (2025). Jumlah pengguna TikTok di Indonesia 2025. DataIndonesia.id.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Consumer engagement in online brand communities. Journal of Marketing Management, 32(5–6), 399–426.
Dhar, R., & Nowlis, S. M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369–384. https://doi.org/10.1086/209545
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34–57.
Dwivedi, Y. K., et al. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139–150.
Fan, W., & Yan, Z. (2010). Factors affecting response rates of the web survey. Computers in Human Behavior, 26(2), 132–139.
Google, Temasek, & Bain & Company. (2025). e-Conomy SEA 2025 report.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hashmeta. (2025). TikTok live commerce conversion rate report. Hashmeta Digital Marketing Agency.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media. Journal of Interactive Marketing, 28(2), 149–165.
Jacoby, J. (2002). Stimulus–organism–response reconsidered. Journal of Consumer Psychology, 12(1), 51–57.
Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240–250. https://doi.org/10.1007/s11747-009-0141-5
Li, M., Wang, Q., Cao, Y., & Li, Y. (2022). Understanding consumer behavior in live streaming commerce: A literature review and future research agenda. Electronic Commerce Research and Applications, 53, 101115.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73.
Luo, X. (2024). Live streaming commerce and consumer purchase behavior. Journal of Retailing and Consumer Services.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mingwei, L., Zhao, Y., & Huang, L. (2022). The influence of streamer emotions on consumers' purchase intention in live streaming commerce. Internet Research.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Rahmanto, A. N., & Dwinari, S. (2023). Shoppertainment and consumer engagement in social commerce platforms. Journal of Digital Marketing and Consumer Behaviour, 5(2), 45–58.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling. In Handbook of Market Research. Springer.
Sekaran, U., & Bougie, R. (2016). Research methods for business (7th ed.). Wiley.
Statista. (2025). Global retail e-commerce sales worldwide 2025. Statista.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wang, Y., Wang, X., & Liu, H. (2021). Understanding consumer purchase behavior in live streaming commerce. Journal of Retailing and Consumer Services, 63, 102686.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X., Wu, J., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Zhang, M., Qin, F., Wang, G., & Luo, C. (2020). The impact of live video streaming on online purchase intention. Service Industries Journal, 40(9–10), 656–681.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Hendri Triyanto, Budhi Haryanto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
