How Live Streamer and Price Attributes Influence Buying Behavior in Live Streaming Commerce

Online shopping has become a popular behavior due to its numerous benefits. Many marketers have begun adopting live streaming commerce on social media and e-commerce platforms to encourage impulse purchases by leveraging the streamer's social presence and attractive price offers. This study examines how live streamers' social presence and price attributes influence impulse buying behavior in live streaming commerce for beauty products. Using a cross-sectional survey design, data from 310 respondents collected through Google Forms were analyzed using SPSS and SmartPLS to test the hypotheses. The results show that a live streamer’s presence encourages more impulse buying. The price of the product also influences buying decisions. Furthermore, impulse buying tendencies mediate the influence of the live streamer's social presence and price attributes on impulse buying behavior. A valuable finding is that the live streamer's social presence is able to keep viewers engaged in the live stream with product presentation activities that encourage impulse buying tendencies and price attributes such as discounts, consider savings, and encourage impulse buying behavior.