Building Shopping Enjoyment Through Real-Time Interactivity and Scarcity-Based Pressure as Drivers of Impulse Buying in Live Commerce

Desi Auli Safitri; Ratih Amelia

doi:10.63922/ijebir.v5i04.4363

Desi Auli Safitri Digital Business Study Program, Faculty of Economics and Business, Surabaya State University
Ratih Amelia Digital Business Study Program, Faculty of Economics and Business, Surabaya State University

DOI: https://doi.org/10.63922/ijebir.v5i04.4363

Keywords: real-time interactivity; scarcity-based pressure; shopping enjoyment; impulse buying; live commerce; TikTok Shop; SEM-PLS

Abstract

This study aims to analyze the effect of real-time interactivity and scarcity-based pressure on impulse buying through shopping enjoyment as a mediating variable in TikTok Shop live commerce users in Indonesia. The study used a quantitative approach with a survey method and purposive sampling technique. Respondents were active TikTok Shop users aged 17–45 who had made purchases during or after watching live streaming broadcasts in the last three months, with a sample size of 100–200 respondents. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS. The theoretical basis used is the Stimulus-Organism-Response (SOR) framework, where real-time interactivity and scarcity-based pressure act as stimuli, shopping enjoyment as the organism, and impulse buying as the response. The test results showed that all hypotheses were accepted: (1) real-time interactivity has a significant positive effect on shopping enjoyment (β = 0.380; p = 0.000); (2) scarcity-based pressure has a significant positive effect on shopping enjoyment (β = 0.591; p = 0.000); (3) shopping enjoyment has a significant positive effect on impulse buying (β = 0.644; p = 0.000); (4) shopping enjoyment mediates the effect of real-time interactivity on impulse buying (indirect effect = 0.245; p = 0.003); and (5) shopping enjoyment mediates the effect of scarcity-based pressure on impulse buying (indirect effect = 0.381; p = 0.000). The R² value of 0.676 for shopping enjoyment and 0.685 for impulse buying indicates a high predictive power of the model. These findings confirm that interactive stimulation and scarcity pressure do not directly trigger spontaneous purchases, but must first build shopping enjoyment as an emotional bridge to impulse buying behavior.

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