The Effectiveness of TikTok Shop Live Streaming Dimensions in Stimulating Impulse Buying of Somethinc Skincare Among Gen Z
Keywords:
live streaming, impulse buying, parasocial interaction, information quality, TikTok ShopAbstract
The emergence of live-streaming features on TikTok Shop has transformed digital marketing communication by offering interactive and real-time shopping experiences, particularly for Gen Z consumers. This study aims to examine the effectiveness of live-streaming dimensions in stimulating impulse buying behavior among Gen Z for Somethinc skincare in Indonesia. A quantitative approach was employed using an online survey distributed to respondents who had watched Somethinc live-streaming sessions on TikTok Shop, resulting in 173 valid responses through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with WarpPLS software. The findings indicate that parasocial interaction and information quality have a positive and significant influence on impulse buying behavior, while streamer attractiveness does not show a significant effect. These results suggest that brands should prioritize audience engagement and high-quality product information, as relational closeness and information quality play a more important role in encouraging spontaneous purchases than visual attractiveness in live-streaming commerce.
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