Lost in the Stream: Unravelling the Triggers of Impulsive Buying on Live Shopping Platforms

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Arousal emotions and immersion predict impulsive purchase intention among consumers in live shopping platforms.
Data from 506 respondents shows personalisation and informativeness significantly influence emotional arousal.
Guided shopping, visibility, and metavoicing improve cognitive immersion, affecting consumers' buying intentions.
The study expands the S-O-R framework by integrating social interaction quality and technological affordance in the Indonesian market.

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Observational analysis reveals interaction quality and technological affordances impact impulsive buying, suggesting new branding strategies.

Utomo et al. (2025) studied this question.

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Observational analysis reveals interaction quality and technological affordances impact impulsive buying, suggesting new branding strategies.