The Influence of Host Attractiveness, Interactivity, and Perceived Enjoyment on Impulse Buying Behavior among Live Streaming Commerce Users in Kendari, Indonesia
DOI:
https://doi.org/10.64530/ijbams.v2i2.61Keywords:
live-streaming commerce, host attractiveness, interactivity, perceived enjoyment, impulse buying behaviorAbstract
The rapid development of live-streaming commerce has transformed online shopping by integrating real-time product demonstrations, entertainment, social interaction, and purchasing activities within digital platforms. This study aims to examine the influence of host attractiveness, interactivity, and perceived enjoyment on impulse buying behavior among live-streaming commerce users in Kendari, Indonesia. A quantitative research approach was employed using primary data collected through questionnaires distributed to 100 respondents who had purchased products through TikTok Shop or Shopee Live. Respondents were selected using purposive sampling based on specific criteria, including being at least 17 years old and having purchased products through live-streaming commerce within the previous six months. The data were analyzed using IBM SPSS Statistics through descriptive analysis, validity and reliability testing, classical assumption tests, and multiple linear regression analysis. The findings indicate that host attractiveness does not have a significant effect on impulse buying behavior, as demonstrated by a t-value of 1.543 and a significance value of 0.126. Similarly, interactivity does not significantly influence impulse buying behavior, with a t-value of 1.419 and a significance value of 0.159. In contrast, perceived enjoyment has a positive and significant effect on impulse buying behavior, with a t-value of 4.814 and a significance value of 0.001. These findings indicate that consumers’ pleasurable, entertaining, and emotionally engaging experiences are more influential in stimulating spontaneous purchases than host attractiveness or direct interaction. The study contributes to the literature on live-streaming commerce and provides practical implications for online sellers and marketers to prioritize enjoyable and engaging content strategies to encourage impulse buying.
References
Adyantari, A., Yuan, A., & Yupanzara, V. (2025). View Of Impulsive Buying Behavior In Live-Streaming Shopping Mechanism Do Fear Of Missing Out Matter. Review Management And Entrepreneurship, 9(1).
Agustintia, D., & Putra, O. (2024). Pengaruh Trust, Service Quality Dan Perceived Enjoyment Terhadap Impulsive Buying Pada Live Streaming Melalui Platform Media Sosial Dan E-Commerce. Medikonis, 15(1), 60–68. Https://Doi.Org/10.52659/Medikonis.V15i1.96
Creswell, J. (2020). Research Design. Qualitative, Quantitative And Mixed Method Approaches (3rd Ed., Vol. 3). Sage.
Fajar, F., & Bambang Widjanarko Otok. (2024). The Effect Of Attractiveness, Expertise, Visual Attractiveness And Interactivity On Online Impulsive Buying Behavior. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1337–1346. Https://Doi.Org/10.37641/Jimkes.V12i4.2741
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A Primer On Partial Least Squares Structural Equation Modeling (Pls-Sem) (Second Edition). Sage.
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior In Live-Streaming Shopping: An Interactive Research Based Upon Sor Model. Sage Open, 13(2). Https://Doi.Org/10.1177/21582440231172678
Jiang, C., He, L., & Xu, S. (2024). Relationships Among Para-Social Interaction, Perceived Benefits, Community Commitment, And Customer Citizenship Behavior: Evidence From A Social Live-Streaming Platform. Acta Psychologica, 250. Https://Doi.Org/10.1016/J.Actpsy.2024.104534
Mutmainah, A., & Nadlifatin, R. (2026). A Systematic Literature Review Of Motivation, Trust, And Purchase Intention In Live Shopping Commerce: Toward An Integrated S-O-R Conceptual Model. Journal Of Information Systems And Informatics, 8(2), 2248–2274. Https://Doi.Org/10.63158/Journalisi.V8i2.1562
Nailil Muna, K., & Setyawan, A. A. (2024). Consumer Perception Of Host Interaction In Live Streaming Shopping: An Analysis Of Purchase Intention And Impulse Buying In Indonesian Live Streaming Media. International Summit On Science Technology And Humanity.
Rizqi Adha, A., Prabawani, B., & Dewi, R. S. (2025). Advances In Consumer Research Live Streaming Into Impulsive Buying: How Utilitarian, Hedonic, Symbolic Value And Trust Drive Gen Z Customer Engagement On Tiktok Live Commerce. Asian Consumer Research Journal. Https://Acr-Journal.Com/
Septiyani, S., & Hadi, E. D. (2024). Pengaruh Flash Sale, Live Streaming Dan Hedonic Shopping Motivation Terhadap Impulse Buying (Study Pembelian Produk Berrybenka Pada Pengguna Aplikasi Shopee). Jesya, 7(1), 970–980. Https://Doi.Org/10.36778/Jesya.V7i1.1505
Simon Kemp. (2025, February 25). Digital 2025: Indonesia — Datareportal – Global Digital Insights. Data Reportal. Https://Datareportal.Com/Reports/Digital-2025-Indonesia?Utm_Source=Chatgpt.Com
Wang, C., Chen, B., Hu, S., & Li, J. (2025). Streamer Interaction And Consumer Impulsive Buying In Live-Stream Commerce: The Mediating Roles Of Trust And Emotional Arousal With Anticipated Regret As Boundary Condition. Frontiers In Communication, 10. Https://Doi.Org/10.3389/Fcomm.2025.1547639
Wu, Y. Y., Batool, H., & Yang, Y. J. (2024). Relationship Between The Characteristics Of E-Commerce Live Streaming And Purchase Intentions: Moderating Effect Of Hedonistic Shopping Value. Emerging Science Journal, 8(3), 1097–1117. Https://Doi.Org/10.28991/Esj-2024-08-03-018
Xu, G., Chen, H., Li, F. L., Sun, F., Shi, Y., Zeng, Z., Zhou, W., Zhao, Z., & Zhang, J. (2021). Alime Mkg: A Multi-Modal Knowledge Graph For Live-Streaming E-Commerce. International Conference On Information And Knowledge Management, Proceedings, 4808–4812. Https://Doi.Org/10.1145/3459637.3481983
Zhang, X. (2025). The Impact Of Social Presence On Impulsive Purchase Intentions In Live Streaming E-Commerce. International Journal Of Science And Business, 43(1), 138–149. Https://Ideas.Repec.Org/A/Aif/Journl/V43y2025i1p138-149.Html
Zhu, X., & Vijayan, S. K. (2025). Antecedents Of Impulse Purchase Through Perceived Enjoyment Among Chinese Live Streaming Commerce Consumers. Sage Open, 15(3). Https://Doi.Org/10.1177/21582440251357159
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhamad Ridhayanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
