The Future of E-commerce: Creating Immersive Experiences in Live Streaming Commerce to Drive Consumers' Impulse Buying

Nowadays, the integration of live streaming and cutting-edge technologies, notably AR and AI technologies, has given rise to a revolutionary paradigm in the ever-evolving world of e-commerce, changing the way customers interact with products and make decisions about what they want to buy. Live streaming has evolved from an e-commerce tool used mostly for entertainment to an ever evolving and combining with sophisticated technologies that helps close the gap between online and offline shopping experiences. This study used immersive experience as a mediating variable based on the stimulus-organism-response (S-O-R) model. A structural equation modeling method was utilized to validate the hypotheses. Through an online survey, 100 valid samples were gathered from Indonesian live streaming users. The results showed that real time interaction and AR virtual try-on directly affect the immersive experience, and then drive impulse buying for viewers in live streaming e-commerce. Personalized product recommendations and immersive experiences directly influence impulse buying in live streaming e-commerce. These findings contribute to providing new insight of online retailers to create impulse buying when they do live streaming.