The Influence of Live Streaming Shopping on the Impulsive Purchase Behaviour | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Amelia Putri Qatarina: Faculty of Economics and Business, Telkom University, Bandung, Indonesia

2. Indrawati: Faculty of Economics and Business, Telkom University, Bandung, Indonesia

Abstract:

The digital era has transformed digital marketing for the beauty and skincare industry, with live streaming emerging as a key tool to boost online sales through real-time interaction. This research explores how Somethinc, a leading Indonesian FMCG brand can leverage live streaming shopping to drive impulsive purchase behaviour. The study examines the influence of live streaming stimuli namely demand, convenience, interactivity and playfulness on impulsive purchase behaviour. Data was collected from 400 Somethinc consumers via Google Forms using non-probability purposive sampling. Analysis was conducted using PLS-SEM techniques to assess the model and hypotheses. Findings indicate that demand, convenience, interactivity, and playfulness positively affect impulsive purchase behaviour. Interactivity in the livestream was found to have the most significant influence on impulsive purchase behaviour. This suggests that Somethinc could improve their interactivity by through QnAs or other interactive activities that would drive higher impulsive purchase tendencies.

Page(s): 3009-3017

DOI: 10.57239/PJLSS-2025-23.1.00238

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Livestreaming Shopping Demand Convenience Interactivity Playfulness Impulsive Purchase Behaviour

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