The Effect of TikTok Shop Live Streaming Frequency on Impulse Buying with Positive Emotions Mediation
DOI:
https://doi.org/10.31941/pj.v25i1.7263Keywords:
live streaming, tiktok shop, impulse buying, positive emotions, consumer behaviorAbstract
This study examines the direct and indirect effects of TikTok Shop live streaming frequency on impulsive buying behavior, with positive emotions as a mediating variable. The background of this research stems from the rapid development of live commerce in Indonesia, which increasingly encourages spontaneous online purchasing behavior. The study specifically analyzes how repeated exposure to persuasive live content affects viewers’ emotional responses and impulsive decision-making. Using a quantitative approach, data were collected from 101 active TikTok Shop users through an online questionnaire. Statistical testing was conducted using SPSS version 26 and PROCESS Macro Model 4 to identify both direct and mediating effects. The results indicate that viewing frequency significantly influences impulsive behavior and positive emotions, yet positive emotions do not significantly mediate the relationship between them. These findings suggest that impulsive behavior is primarily driven by repetitive exposure and external digital stimuli rather than by affective reactions alone. Theoretically, this study enriches understanding of the Stimulus–Organism–Response (S–O–R) model in the context of live commerce and highlights the limited mediating role of positive emotions. Practically, it recommends that marketers manage viewing frequency and interactive quality to enhance consumer engagement and promotional effectiveness.
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