Citation:

Shabira Maharani, Zelika Nidya Damarani, Rista Nurdianasari. "Driving Impulse Buying: The Role of Personalization, Responsiveness, and Perceived Usefulness in Social Commerce’s Live Streaming Shopping" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 226-232, 2025.

Abstract:

The fast evolution of digital technology has greatly reshaped social commerce, especially that of live-streaming shopping. The influence of Responsiveness and Personalization on Impulse Buying in TikTok live-streaming shopping, mediated by Perceived Usefulness, is analyzed in this research. Structural Equation Modeling (SEM) with AMOS was employed in gathering data from 170 respondents who have ever participated in TikTok live shopping. The findings support that Responsiveness and Personalization have a positive impact on Perceived Usefulness, which, in turn, significantly contributes to Impulse Buying behavior. Further, Perceived Usefulness was discovered to mediate the relationship between Responsiveness and Personalization and Impulse Buying, making their impact stronger on consumer purchase decisions. These findings underscore the need to enhance interactive engagement, personalized suggestions, and the perceived value of live shopping platforms to achieve the maximum impulse buying from consumers. This research offers managerial implications for digital marketers and e-commerce platforms alike by highlighting the importance of real-time engagement and personalized experiences in sales increase. Future studies must investigate cross-platform differences, moderating variables, and long-term consumer behavior patterns to provide a more elaborate understanding of impulse purchases in live commerce settings.

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Keywords:

Impulse Buying, Responsiveness, Personalization, Perceived Usefulness, Live Streaming Shopping, Social Commerce, Consumer Behavior, TikTok Commerce.