Impact of Live Streaming Quality on Impulsive Buying Behavior: Mediating Effect of Shopper Motivation

Farah Salsabila; Fatchur Rohman; Raditha Dwi Vata Hapsari Hapsari

doi:10.37641/jimkes.v13i4.3424

Authors

Farah Salsabila Universitas Brawijaya, Indonesia
Fatchur Rohman Universitas Brawijaya, Indonesia
Raditha Dwi Vata Hapsari Hapsari Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i4.3424

Keywords:

Hedonic Motivation, Impulsive Buying, Live Streaming, Utilitarian

Abstract

This study focuses on the influence of live streaming quality on impulsive buying behavior, considering the mediating role of hedonic motivation and utilitarianism among Generation Z consumers in Malang City. This study responds to the phenomenon of declining online purchases that is directly proportional to the decline in impulsive buying, even though most e-commerce consumers access and make purchases through live streaming features. A quantitative approach and SEM-PLS analysis on 170 respondents found that live streaming quality significantly influences impulsive buying, both directly and through motivational mediation. The test results indicate that both hedonic and utilitarian motivations mediate the relationship between external factors (live streaming quality) and impulsive buying. This study utilizes the Self-Determination Theory (SDT) framework to explain how intrinsic and extrinsic motivations influence consumer behavior. The resulting model demonstrates strong predictive power with an R² value of 76.2%, indicating the factors' relevance of the factors to impulsive purchasing behavior in live streaming-based e-commerce.

Downloads

Download data is not yet available.

References

Bahrainizad, M., & Rajabi, A. (2018). Consumers’ perception of usability of product packaging and impulse buying: Considering consumers’ mood and time pressure as moderating variables. Journal of Islamic Marketing, 9(2), 262–282.

Basso, K., Duschitz, C. da C., Giacomazzi, C. M., Sonego, M., Rossi, C. A. V., & Reck, D. (2019). Purchase decision and purchase delay of hedonic and utilitarian products in the face of time pressure and multiplicity of options. Revista de Gestao, 26(2), 112–125.

Chandra, H. C., Tanil, S., Sarendra, T. C., & Gunadi, W. (2023). Exploring the impulsive buying behavior on Tiktok live platform. Jurnal Manajemen Teknologi, 22(3), 251–266.

Chang, Y. W., Hsu, P. Y., Chen, J., Shiau, W. L., & Xu, N. (2023). Utilitarian and/or hedonic shopping – consumer motivation to purchase in smart stores. Industrial Management and Data Systems, 123(3), 821–842.

Chen, Y., Lu, F., & Zheng, S. (2020). A study on the influence of e-commerce live streaming on consumer repurchase intentions. International Journal of Marketing Studies, 12(4), 48-59.

Chen, B., Wang, L., Rasool, H., & Wang, J. (2022). Research on the impact of marketing strategy on consumers’ impulsive purchase behavior in livestreaming e-commerce. Frontiers in psychology, 13, 531-542.

Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268.

Dong, X., Zhao, H., & Li, T. (2022). The role of live-streaming e-commerce on consumers’ purchasing intention regarding green agricultural products. Sustainability (Switzerland), 14(7), 121-136.

Festyan, D., Viona, A., Simon, R., & Sundjaja, A. M. (2023). Descriptive analysis of impulsive purchase intention on live-streaming commerce in Indonesia. E3S Web of Conferences, 2(1), 426-436.

Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G. (2019). The role of self-determination theory in marketing science: An integrative review and agenda for research. European Management Journal, 37(1), 29–44.

Halim, E., Nur, C., Adiba, A., Kurniawan, Y., & Saputra, L. S. (n.d.). Comparative analysis of the effect of live streaming shopping on e-commerce and s-commerce on impulsive buying behavior in Indonesia. Jurnal Marketing, 1(2), 121-131.

Han, J. H., & Kim, H. M. (2019). The role of information technology use for increasing consumer informedness in cross-border electronic commerce: An empirical study. Electronic Commerce Research and Applications, 2(1), 34-55.

Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86, 300–310.

Howard, J. L., Bureau, J., Guay, F., Chong, J. X., & Ryan, R. M. (2021). Student motivation and associated outcomes: A meta-analysis from self-determination theory. Perspectives on Psychological Science, 16(6), 1300-1323.

Huang, Q., Dastane, O., Cham, T. H., & Cheah, J. H. (2024). Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping? Journal of Retailing and Consumer Services, 1(2), 78-88.

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), 131-141.

Irawan, D., Hidayat, R., & Santoso, A. (2024). Interactivity and information accessibility in live streaming commerce: A meta-analysis of impulse buying behavior. Journal of E-Commerce Research, 11(3), 101-115.

Jakpat. 2024. Fintech Trends: 42% of Gen Z Use Online Loans for Daily Needs. Retrieved May 12, 2025, from: https://insight.jakpat.net/2024-fintech-trends-42-of-gen-z-use-online-loans-for-daily-needs/

Jiang, Y., & Cai, H. (2021). The impact of impulsive consumption on supply chain in the live-streaming economy. IEEE Access, 9(1), 48923–48930.

Katadata. 2025. UMKM RI diperkirakan tumbuh hingga 87% pada 2025. Retrieved May 27, 2025, from: https://katadata.co.id/berita/industri/67fcd8785d00c/umkm-ri-diperkirakan-tumbuh-hingga-87-pada-2025-masuk-tiga-pasar-utama-dunia

Kaniati, S. P., Sosianika, A., & Setiawati, L. (2024). Factors driving consumer impulse buying on fashion products at Tiktok Live. Journal of Marketing Innovation (JMI), 4(1), 221-241.

Kathuria, A., & Bakshi, A. (2024). Unveiling the dynamics that shape online impulse buying behavior. Journal of Research in Interactive Marketing, 2(1), 44-55.

Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail and Distribution Management, 46(3), 247–263.

Kusuma, A. C., Putra, D. R. H., & Wibowo, H. T. (2025). Pengaruh kemampuan kompetensi pedagogik dan kompetensi profesional pendidik terhadap hasil belajar matematika mahasiswa. Indo-MathEdu Intellectuals Journal, 6(1), 1208-1217.

Lakhan, G. R., Ullah, M., Channa, A., Abbas, M., & Khan, M. A. (2021). Factors effecting consumer purchase intention: live streaming commerce. Psychology and Education, 58(5), 601-611.

Li, L., Kang, K., Zhao, A., & Feng, Y. (2023). The impact of social presence and facilitation factors on online consumers’ impulse buying in live shopping – celebrity endorsement as a moderating factor. Information Technology and People, 36(6), 2611–2631.

Liu, R., Abdul Hamid, A. B., & Ya’akub, N. I. (2024a). Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: A direct and indirect effects model. Journal of Systems and Information Technology, 26(1), 51–70.

Liu, R., Abdul Hamid, A. B., & Ya’akub, N. I. (2024b). Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model. Journal of Systems and Information Technology, 26(1), 51–70.

Lubis, D., Az Zahra, A., & Nursyamsiah, T. (2025). Muslim impulsive buying behavior via e-commerce in West Java. El-Jizya: Jurnal Ekonomi Islam, 13(1), 1–22.

Mashilo, L. S., Dalziel, R. C., & Redda, E. H. (2025). The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry. Innovative Marketing, 21(1), 248- 250.

Oktaviani, R., Danardana Murwani, F., & Hermawan, A. (n.d.). The effect of live streaming quality on purchase intention through immersive experience, consumer trust, and perceived value (Study of This is April Consumers on TikTok). Markenting Journal, 5(1), 21-32.

Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 32-42.

Puspitasari, I., Rusydi, F., Nuzulita, N., & Hsiao, C. S. (2023). Investigating the role of utilitarian and hedonic goals in characterizing customer loyalty in E-marketplaces. Heliyon, 9(8), 51-66.

Qing, C., & Jin, S. (2022). What drives consumer purchasing intention in live streaming e-commerce? Frontiers in Psychology, 13, 51-61.

Rani, V. Z., Ainur Rofiq, & Juwita, H. A. J. (2023). The influence of intensity of TikTok use, utilitarian value, and hedonic value on impulsive buying mediated by urge to buy impulsively. International Journal of Research in Business and Social Science, 12(5), 86–97.

Sondakh, K. G., E Saerang, D. P., C Wangke, S. J., Sondakh, K. G., E Saerang, D. P., & C Wangke, S. J. (2023). Analyzing the influence of psychological factors on impulsive buying of apparel customers during Facebook live stream (Case study: Klontong Manado Online Shop Sulawesi Utara). Jurnal EMBA, 11(4), 427–438.

Song, C., & Liu, Y. L. (2021). The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China. Econstor: Make Your Publications Visible, 2(1), 151-161.

Vansteenkiste, M., Ryan, R. M., & Soenens, B. (2020). Basic psychological need theory: Advancements, critical themes, and future directions. Motivation and emotion, 44(1), 1-31.

Wen-Kuo, C., Pei-Chu, H., Cheng-Kun, C., & Hua-Sheng, P. (2020). Understanding consumers’ post-purchase dissonance by online impulse buying-beauty product. ACM International Conference Proceeding Series, 46–51.

Widyastuti, P. (2023). Investigating impulse buying behavior in live streaming shopping with SOR Model Perspective. Jurnal Informatika Ekonomi Bisnis, 1166–1171.

Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5–6), 488–518.

Wongsunopparat, S., & Deng, B. (2021). Factors influencing purchase decision of Chinese consumer under live streaming E-commerce model. Journal of Small Business and Entrepreneurship, 9(2), 1-15.