Unveiling the Psychology of Clicks: How Live-Streaming on Social Commerce Sparks Impulse Buys in the Digital Native Generation

With a focus on Centennials, the digital native generations, this journal article aims to examine the phenomenon of online impulse buying behavior within the context of live-streaming social commerce platforms. Based on the Stimulus-Organism-Response theory, the study proposes a framework for studying how social presence, relationship convenience, and the Fear of Missing Out (FOMO) influence impulse buying. It also considers the moderating impacts of time and financial availability on these interactions and the role of customer experience as the mediator. An online survey was conducted among 300 residents of the Jabodetabek area who had little to no experience with live-streaming shopping in the previous six months. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results found that relationship convenience and FOMO are the most significant factors influencing online impulsive buying behavior, especially with the customer experience variable acting as a mediator. In summary, the findings provide valuable theoretical and practical insights that can facilitate the advancement of social commerce in today's society.