Factors Influencing Impulse Buying Behavior on Live Streaming E-Commerce Platforms

Live streaming in e-commerce continues to grow, a new business model that allows e-commerce to directly interact with consumers. The interactions that occur can have an impact on impulse buying behavior through various related external factors. This study aims to determine external factors in live streaming by comprehensively exploring the influence of external stimuli and internal mechanisms on consumer impulse buying behavior. The sample in this study was 370 respondents, with the criteria of having made purchases of live streaming e-commerce transactions such as Shopee, Tokopedia, and Lazada. This research is an associative descriptive study using PLS-SEM analysis. The results of the study show that the variables anchor characteristics, online comments, logistics service quality, promotional incentive information, promotion time limit have a positive effect on impulsive buying behavior through the mediation of perceived trust and perceived value. Logistics Service Quality has the most significant effect on perceived trust and value. Improving the quality of logistics services such as handling returns or replacement of goods more quickly will be able to encourage user trust and satisfaction in making transactions through live streaming services.