Stimulus-Organism-Response (SOR) Framework: Host Interactivity, Consumer Trust, and Impulse Purchases on TikTok Live Commerce

Vania Dwi Laksita; Agung Surya Dwianto

doi:10.63922/ijebir.v5i04.5209

Vania Dwi Laksita Universitas Paramadina, Indonesia
Agung Surya Dwianto Universitas Paramadina, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5209

Keywords: Host interactivity; consumer trust; impulse buying; TikTok Live Commerce; Stimulus–Organism–Response (SOR).

Abstract

The development of live streaming commerce has changed consumer behavior in online shopping, one of which is through TikTok Live Commerce which allows real-time interaction between hosts and consumers. This study aims to analyze the effect of host interactivity on impulse purchases with consumer trust as a mediating variable based on the Stimulus–Organism–Response (SOR) framework. The study used a quantitative approach with an explanatory research design. Data were collected through distributing online questionnaires to 140 respondents who had made purchases through TikTok Live Commerce in the last six months using a purposive sampling technique. Data analysis was carried out using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The results showed that host interactivity had a positive and significant effect on consumer trust and impulse purchases. In addition, consumer trust also had a positive effect on impulse purchases and was proven to mediate the effect of host interactivity on impulse purchases. These findings support the Stimulus–Organism–Response (SOR) framework which explains that host interactivity as a stimulus is able to shape consumer trust as an organism, which then results in impulsive purchases as a response.

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