The Influence of Hedonic Shopping Motivation, Social Presence, and Scarcity Message on Online Impulse Buying through Perceived Enjoyment on TikTok Live

This study examines the effect of hedonic shopping motivation, social presence, and scarcity message on online impulse buying, with perceived enjoyment as a mediating variable, among TikTok Live users in Indonesia. Using the Stimulus–Organism–Response (S-O-R) framework, external stimuli influence perceived enjoyment, which in turn drives impulse buying behavior. A quantitative approach was applied, involving XXX respondents selected via purposive sampling. Data were analyzed using SEM–PLS, with validity and reliability tests confirming the measurement model. Results show that all three stimuli significantly affect perceived enjoyment, both directly and indirectly impacting online impulse buying. Perceived enjoyment mediates these relationships. Findings contribute to digital consumer behavior literature and offer practical insights for optimizing live streaming marketing strategies on social commerce platforms.