Scale Development and Descriptive Analysis of Impulsive Purchase Behaviour on Live-Streaming Commerce in Indonesia

The adoption of live streaming in e-commerce platforms has gained traction since the Covid-19 pandemic. Previous research has not examined the relationship among live streaming feature fit, live streaming flow, product uncertainty, satisfaction, and impulse purchase behavior integrated. Therefore, our research objective is to validate the integrated conceptual model and investigate customer perspective on live streaming shopping. The research design is a quantitative method using descriptive analysis and confirmatory factor analysis. The population size cannot be determined, and the unit of analysis is livestreaming shoppers in the e-commerce platform. The sample size was determined using a five times indicator, and 248 respondents were collected. The data analysis using SmartPLS 4.0.9.4. The results indicated that 12 variables pass the reliability, convergent, and discriminant validity. Our study also presents the respondent's perspectives on live-streaming shopping on e-commerce platforms. The findings also offer suggestions for online retailers to enhance the live-streaming shopping experience.