How Social Presence and Telepresence Drive Impulse Buying: Evidence from Live Streaming Commerce
DOI:
https://doi.org/10.59890/ijefbs.v4i3.1Keywords:
Impulse buying behaviour, Shopee, Tokopedia, and LazadaAbstract
This study aims to examine the effects of social presence and telepresence on flow state and consumer trust, as well as their implications for impulse buying behavior within the context of live streaming commerce, grounded in the Stimulus–Organism–Response (S-O-R) framework. A quantitative approach was employed using purposive sampling, targeting respondents with prior experience engaging in live streaming features on major e-commerce platforms such as Tokopedia, Shopee, and Lazada, while data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that all proposed hypotheses are empirically supported, indicating that social presence comprising platform, viewer, and streamer dimensions —and telepresence exert positive and significant effects on both flow state and consumer trust. Furthermore, flow state emerges as the most dominant predictor of impulse buying behavior, followed by consumer trust, which also demonstrates a significant but comparatively weaker effect. These results suggest that immersive and interactive live streaming environments enhance users’ cognitive and emotional engagement, thereby increasing their propensity for impulsive purchasing. Theoretically, this study extends the S-O-R framework by integrating multidimensional constructs of social presence and telepresence, while practically offering strategic insights for e-commerce practitioners to design more engaging and interactive user experiences that drive consumer behavior and improve sales performance.
References
Arefin, T., & Urme, U. N. (2024). Role of influencers in online shopping. ABC Research Alert. https://doi.org/10.18034/ra.v11i3.664
Bao, Z., & Yang, J. (2022). Why online consumers have the urge to buy impulsively: Roles of serendipity, trust and flow experience. Management Decision. https://doi.org/10.1108/md-07-2021-0900
Barta, S., Gurrea, R., & Flavián, C. (2023). Telepresence in live-stream shopping: An experimental study comparing instagram and the metaverse. Electronic Markets. https://doi.org/https://doi.org/10.1007/s12525-023-00643-6
Bhuvaneshwari, R., & K., V. (2026). UTAUT-3-based analysis of user intention and usage behavior in digital lending adoption. Qubahan Academic Journal. https://doi.org/10.48161/qaj.v6n1a2005
Bui, A. T. N., Ly, S. P., Nguyen, U. G., Tran, S., & Dang, T. (2025). The impact of live streaming on offline purchase intention: The role of trust and flow experience. Journal of Development and Integration. https://doi.org/10.61602/jdi.2025.81.11
Changalima, I., & Chuwa, M. P. (2026). Partial least squares structural equation modeling (PLS-SEM) in business research: A simple guide for novice researchers. International Journal of Research In Business and Social Science. https://doi.org/10.20525/ijrbs.v14i9.4601
Chen, C.-W., Chih, M., & Nguyen, D. T. T. (2025). Emotional vs rational pathways in food micro-influencer marketing: A dual-system perspective on impulse buying. British Food Journal. https://doi.org/10.1108/bfj-05-2025-0700
Chen, J., Ha, Q.-A., & Vu, M. T. (2022). The influences of virtual reality shopping characteristics on consumers’ impulse buying behavior. International Journal of Human Computer Interactions. https://doi.org/10.1080/10447318.2022.2098566
Chen, Y., Li, M., Chen, A., & Lu, Y. (2024). Trust development in live streaming commerce: Interaction-based building mechanisms and trust transfer perspective. Industrial Management & Data Systems. https://doi.org/10.1108/imds-09-2023-0633
Chinnaraju, A. (2025). Partial least squares structural equation modeling (PLS-SEM) in the AI era: Innovative methodological guide and framework for business research. Magna Scientia Advanced Research and Reviews. https://doi.org/10.30574/msarr.2025.13.2.0048
Chung, X. L., Yasmin, F., Haider, S., Sinnappan, P., Poulová, P., Baskaran, S., Tehseen, S., & Idris, I. (2025). Impulsive buying behaviour in live-streaming commerce: An application of s-o-r theory. Cogent Social Sciences. https://doi.org/10.1080/23311886.2025.2474861
Diah, H., Kariuki, M. N., Awingan, J. S., & Graff, J. (2025). Modeling impact of perceived service quality on revisit intention: A health information management perspective from primary care. Journal of Health Innovation and Environmental Education. https://doi.org/10.37251/jhiee.v2i2.2596
Ding, R., Chen, X., Wei, S., & Wang, J. (2025). What drives trust building in live streaming e-commerce? From an elaboration likelihood model perspective. Industrial Management & Data Systems. https://doi.org/10.1108/imds-03-2024-0273
Dong, X., Zhao, H., & Li, T. (2022). The role of live-streaming e-commerce on consumers’ purchasing intention regarding green agricultural products. Sustainability. https://doi.org/https://doi.org/10.3390/su14074374
Dong, Y., & Rehman, A. U. (2025). Understanding characteristics of streamers on consumers’ impulse buying intention in live streaming. African and Asian Studies. https://doi.org/10.1163/15692108-12341671
Ebriyani, E., Fadhillah, S. N., Sativa, O., Nasir, F. A., Nababan, H. P., Hilmiatussadiah, K. G., & Setiawan, A. (2024). HUBUNGAN FLOW STATE TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA MAHASISWA PENDIDIKAN EKONOMI. Jurnal Ekonomi Dan Manajemen. https://doi.org/10.36080/jem.v13i2.2899
Firmano, N. R. Y., Sugianto, C. V., & Cassandra, C. (2025). Social commerce live streaming and its effect on impulsive purchasing behavior: A study of indonesian gen z. International Conference on Awareness Science and Technology. https://doi.org/10.1109/iCAST68191.2025.11300037
Han, F., & Tepsan, W. (2025). The impact of streamer social presence and professionalism on food live streaming purchase intention: A model of moderated mediation. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-01-2025-0151
Han, F., & Tepsan, W. (2025). The impact of streamer social presence and professionalism on food live streaming purchase intention: A model of moderated mediation. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-01-2025-0151
Hidayati, N., Armayati, L., Kalsum, U., & Putri, I. I. (2025). Teacher engagement as a multidimensional construct: Insights from a measurement model analysis. Jurnal Kependidikan. https://doi.org/10.33394/jk.v11i4.18434
Hoang, V. T., & Dang, H. (2024). Exploring how the characteristics of live streaming affect impulse buying behaviour in live streaming commerce: The mediating effect of trust and flow experience. International Journal of Business Science and Applied Management. https://doi.org/10.69864/ijbsam.19-1.184
Huang, Y., & Mohamad, S. H. (2025). Examining the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context. Frontiers in Communication. https://doi.org/10.3389/fcomm.2025.1554681
Huang, Z., Yan, X., & Deng, J. (2024). How social presence influences consumer well-being in live video commerce: The mediating role of shopping enjoyment and the moderating role of familiarity. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.3390/jtaer19020039
Huo, C., Wang, X., Sadiq, M., & Pang, M. (2023). Exploring factors affecting consumer’s impulse buying behavior in live-streaming shopping: An interactive research based upon SOR model. SAGE Open. https://doi.org/10.1177/21582440231172678
Ikhsan, R., Helen, Wijanarko, HM. R., Sayoga, R. Y., Prabowo, H., & Hardiyansyah. (2024). Social gratification and flow state as a driven to purchase intention using live shopping feature. International Conference on Information Management and Technology. https://doi.org/10.1109/ICIMTech63123.2024.10780861
Jafar, R. M. S., Jabeen, M., Hussain, S., Niu, B., Sham, R., & Al-Adwan, A. S. (2025). Cyber shopping beyond boundaries: The metaverse revolution in e‐commerce and consumer behavior. Human Behavior and Emerging Technologies. https://doi.org/10.1155/hbe2/5559234
Jang, J. Y., Hur, H. J., & Choo, H. J. (2019). How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value. Fashion and Textiles. https://doi.org/https://doi.org/10.1186/s40691-018-0166-9
Kant, T., & Chaturvedi, U. K. (2026). Factors influencing online shopping attitude and impulsive buying among generation z in u.p west, india. Airlangga Journal of Innovation Management. https://doi.org/10.20473/ajim.v7i1.82390
Kao, W., & Cui, Y. (2025). Buyer or watcher? Exploring the role of customer type in live‐streaming shopping. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2489
Ke, H., Li, C., Lyu, P.-H., & Wan, Q. (2025). Research on the influence mechanism of host-driven personalized IP shaping on consumer trust construction in live-stream e-commerce. 2025 International Conference on Artificial Intelligence, Business Intelligence and E-Commerce (AIBIEC). https://doi.org/10.1109/AIBIEC68052.2025.11473560
Korsakul, N., Havarangsi, P., & Hendrawan, D. (2026). Factors influencing consumer trust and buying behavior in the live streaming commerce in thailand: A qualitative interview study. Community and Social Development Journal. https://doi.org/10.57260/csdj.2026.287749
Kumar, S., & Taneja, N. (2025). Flow-induced impulse buying and return intentions: Strategic implications for live streaming entrepreneurs. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/jsbed-12-2023-0592
Li, W., Cujilema, S., Hu, L., & Xie, G. (2025). How social scene characteristics affect customers” purchase intention: The role of trust and privacy concerns in live streaming commerce. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.3390/jtaer20020085
Lin, Y., Zou, Y., & Wang, X. (2026). Conditional trust pathways in live-streaming commerce: How consumer motivation influences responses to human and AI anchors. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2026.1797803
Liu, L., Yu, Y., & Fang, Y. (2024). Strategies for restoring brand-customer relationships following trust violations in live-streaming commerce. ICSEB. https://doi.org/10.1145/3715885.3715893
Liu, S., & Kumar, S. (2025). Quantifying the impact of viewer interactions on consumer engagement metrics in live streaming e-commerce on taobao live. Asian Journal of Interdisciplinary Research. https://doi.org/10.54392/ajir2527
Liu, Y., & Edu, T. (2025). The nexus between live-streaming commerce, engagement and purchase intention. Transformations In Business &Amp; Economics. https://doi.org/10.15388/tibe.2025.24.1.1
Lum, Y., & Chang, C.-W. (2023). Modeling user participation in facebook live by applying the mediating role of social presence. Inf. https://doi.org/10.3390/info15010023
Maulida, D. R., Suryaningtyas, N. A., Anggita, S., & Mahmudah, U. (2026). Influence of perceived security and perceived risk on continuance intention in using ShopeePay digital wallet service: SEM-PLS analysis. Jurnal Penelitian Sains Teknologi. https://doi.org/10.23917/saintek.v2i1.13562
Ming, J., Zeng, J., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of s-o-r theory. International Journal of Web Information Systems. https://doi.org/10.1108/IJWIS-02-2021-0012
Ming-Fook, L., Pan, M., Li, X., Ansar, R., Lada, S., & Chekima, B. (2025). Enhancing purchase intention in e-commerce live streaming: The moderating role of narrative transportation. International Journal of Research and Innovation in Social Science. https://doi.org/10.47772/ijriss.2025.908000185
Monisha, L., & Chellamuthu, S. (2026). How does perceived social presence drive impulse buying online? The mediating role of flow experience and consumer trust. International Review of Management and Marketing. https://doi.org/10.32479/irmm.22091
Nehe, B. J., Buulolo, E. E., Laia, M., Wau, T. H., Bago, O., Laia, U., & Halawa, M. K. (2026). Analysis of Live Shopping on E-Commerce Platforms as an Interactive Marketing Communication Strategy n The Digital Economy Era. Jurnal Manajemen Bisnis. https://doi.org/10.66931/jmb-326
Truong, N., & Linh, H. T. M. (2025). The digital impulse: Exploring the role of positive emotion and parasocial interactions in shaping consumer behavior in social commerce. International Journal of Economics and Management. https://doi.org/10.47836/ijeam.19.3.09
Wang, Q., Li, X., & Yan, X. (2025). When the mindful ones experience flow: A moderated-mediation model of purchase intention in live commerce. Information Technology &Amp; People. https://doi.org/10.1108/itp-04-2023-0377
Wardani, E. P. M., & Soepatini, S. (2025). Pengaruh information quality, social presence, dan financial bonds terhadap impulsive buying behavior dalam live streaming commerce yang dimediasi oleh flow experience. El-Mal: Jurnal Kajian Ekonomi &Amp; Bisnis Islam. https://doi.org/10.47467/elmal.v6i12.10483
Widjaja, A., Benjaminsz, C. A., Susanto, D. F., & Hendriana, E. (2026). The joy of live-streaming shopping that customers regret: The effect of social presence on rumination. Asia-Pacific Journal of Business Administration. https://doi.org/10.1108/apjba-10-2024-0589
Xiao, E.-R., Su, C., Lu, L., Qin, R., Li, Z., & Wang, D. (2026). Factors affecting impulse buying behavior in the context of e-commerce live streaming. Acta Psychologica. https://doi.org/10.1016/j.actpsy.2025.106183
Xin, M., Jian, L., Liu, W., & Bao, Y. (2025). Exploring the effect of live streaming atmospheric cues on consumer impulse buying: A flow experience perspective. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.3390/jtaer20020149
Xu, Y., Kapitan, S., & Phillips, M. (2025). Drowning in danmaku: The dual effects community interaction in live streaming commerce. Australasian Marketing Journal. https://doi.org/10.1177/14413582251399643
Yu, T., Teoh, A., Bian, Q., Liao, J., & Wang, C. (2025). What drives purchase intention in live streaming e-commerce? The perspectives of virtual streamers. International Journal of Human Computer Interactions. https://doi.org/10.1080/10447318.2025.2487721
Zhang, M., Jiang, Q., Xiong, W., Li, Q., & Zhao, W. (2024). Effects of real-time danmaku interaction on student engagement in live video-streaming teaching: Analyzing the mediating roles of social, teaching, and cognitive presences. Interactive Learning Environments. https://doi.org/10.1080/10494820.2024.2388766
Zhu, X., & Vijayan, S. K. (2025). Antecedents of impulse purchase through perceived enjoyment among chinese live streaming commerce consumers. SAGE Open. https://doi.org/10.1177/21582440251357159
