The Impact of Livestreamer’s Reputation on Impulsive Purchase Behavior on E-Commerce Through Parasocial Relationships

This study explores the impact of reputation (Reput) on Impulsive Purchase Behavior (IPB), with a focus on the mediating role of Parasocial Relationship (PR). Using a survey method, data were collected through questionnaire surveys, yielding 386 valid responses. Structural equation modeling (SEM) with 5,000 bootstrapping iterations was used to test the proposed hypotheses. The findings reveal that Reputation directly and positively influences both Parasocial Relationships and Impulsive Purchase Behavior. Additionally, the Parasocial Relationship acts as a mediator in the relationship between Reputation and Reputation. The research has contributed some theoretical and practical implications for e-commerce businesses.