Socio Technical Drivers of Impulse Buying in Live Streaming Fashionpreneurship

This study addresses the rapid growth of live-streaming commerce in Indonesia and its impact on impulse buying behavior within emerging digital economies. Integrating the Stimulus–Organism–Response (S-O-R) framework with Socio-Technical Systems (STS) theory, this research aims to examine how socio technical stimuli streamer factors, platform affordances, and perceived brand value, influence consumers’ emotional (shopping happiness) and cognitive (ongoing trust) states, which subsequently drive impulse buying. A quantitative approach was employed using survey data from 300 consumers who purchased local fashion products via Shopee Live and TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess measurement validity and structural relationships. The results indicate that all hypothesized relationships are statistically significant. Socio-technical stimuli significantly influence both shopping happiness and ongoing trust, which in turn positively affect impulse buying, with shopping happiness emerging as the strongest predictor. This study contributes by offering an integrated socio-technical perspective on consumer behavior in live commerce and provides practical implications for enhancing engagement and trust. It also supports the Sustainable Development Goals (SDGs), particularly SDG 8 and SDG 9, by promoting sustainable digital commerce and empowering local fashion businesses through technology-driven innovation.