An Investigation of Live Stream Shopping Via TikTok: The Role of Perceived Enjoyment in Impulsive Buying

Live streaming can effectively attract consumers' attention because it can display products with dynamic images, and has good content creativity and interaction, good product display, high consumption involvement experience, and value congruence between consumers and live streamers, having a positive impact on increasing intent buy consumers. Objective: This research aims to compile the impact of environmental factors on consumers' psychological situations when shopping live streaming. Then develop a model to understand impulse buying. Study Design: This research uses a quantitative research approach. Place and Duration of Study: This research was conducted in Indonesia with a duration of time from May to June 2023. Methodology: This research uses quantitative methods with purposive sampling techniques. The criteria for selected respondents were Indonesian citizens aged 17-25 years who had made a purchase transaction on live streaming shopping at least once. The number of respondents used in this research reached 210 people. The data analysis method uses PLS-SEM and is processed using the SmartPLS application. This study has five variables: convenience, interactivity, playfulness, perceived enjoyment, and impulse buying. Results: The results of this study indicate that the three factors of convenience, interactivity, and playfulness have a positive and significant influence on the perception of enjoyment. Apart from that, perceived enjoyment also has a positive influence on consumers' impulse purchases.