August 13, 2025

Enchancing Impulsive Buying Through Live Streaming and Free Shipping: Empirical Evidience From E-Commerce Consumers in Indonesia

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Live streaming significantly increases impulsive buying behavior among consumers, emphasizing its effectiveness in e-commerce.
Free shipping positively impacts consumer trust and impulsive buying, highlighting its necessity for effective online sales.
Quantitative analysis using multiple linear regression revealed substantial influences of live streaming and free shipping on consumer behavior.
Consumer trust plays a critical mediating role in impulsive buying, suggesting it is crucial for successful marketing strategies.

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Empirical evidence shows live streaming and free shipping enhance impulsive buying in e-commerce, indicating a vital role of consumer trust.

Ariyanti et al. (2025) studied this question.

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Empirical evidence shows live streaming and free shipping enhance impulsive buying in e-commerce, indicating a vital role of consumer trust.