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THE IMPULSE BUYING PHENOMENON: A COMPARATIVE STUDY IN
SKIN CARE PURCHASE AT LIVE STREAMING TIKTOK SHOPS
MODERATING BY GENDER
Ferry Aditya
1*
, Lenda Panambunan
2
, Rimon Siregar
3
, Pantri Heriyati
4
Management Department, Bina Nusantara Business School Master Program Bina Nusantara
University, Jakarta, Indonesia
1,2,3
Management Department, Doctor of Research in Management Program, Bina Nusantara
University, Jakarta, Indonesia
4
[email protected].id
1
, lenda.panambunan@binus.ac.id
2
, [email protected].id
3
ABSTRACT
This research aims to examine the role of social presence in live streaming TikTok Shop segmented in
Indonesia on arousal and pleasure emotion that leads to consumer impulse buying who buy skincare
moderated by gender. The data collection method for this research will be using quota sampling by
online survey with 300 respondents as a representative sample. The results of this study showed that the
role of social presence will positively influence or not positively influence impulse buying from arousal
and pleasure emotion and whether the consumer gender will moderate and show any different result. It's
not common to focus this study in Indonesia and focus on skincare products consumers while researching
the role of social presence in live streaming TikTok Shop toward impulsive buying that are moderated
by gender.
Keywords: Social Presence; Live Streaming; TikTok Shop; Skin Care Product; S-O-R Theory; Impulse
Buying, Arousal & Pleasure
INTRODUCTION
Nowadays skincare products are growing rapidly and are the most important factors in the
growth of the beauty industry in Indonesia. And along with-it Live streaming has emerged as a
new way of shopping that combines the features of social media and e-commerce. This form of
shopping is gaining growing popularity and has become an integral aspect of the daily routines
for approximately 66% of the global population. As a result, it has significantly reshaped the
prevailing patterns in marketing trends (Cabeza-Ramírez et al., 2022). Numerous social media
networks have incorporated live-streaming as a regular component of their business operations,
including but not limited to platforms like YouTube, Instagram, Facebook, TikTok, and others.
Of all who featured live-streaming (Lu & Chen, 2021; Wongkitrungrueng et al., 2020), TikTok Shops
right now have the most rapid development and the fastest growing social commerce in the world
(Kaye et al., 2021). TikTok Shops has become a phenomenal platform for users who have an
interest in shopping and this new shopping format involves social presence showcasing to sell
and promoting products to make a closer relationship to the viewers (Ye et al., 2020). TikTok
shops are a new way to reach the market and increase sales, especially skincare products.
Extensive research has delved into the Impulse Buying Phenomenon within the realm of
consumer behaviour, with a notable focus on the burgeoning domain of live streaming TikTok
Shops (Zhang & Galletta, 2006). Recent findings indicate that the presence of social interactions
can incite heightened arousal and pleasure in viewers, thereby driving impulsive purchasing
behaviours (Gao et al., 2018). Notably, the study conducted by Li et al. (2022) highlights the
imperative of examining this phenomenon within the live streaming shopping context (Jiang et
al., 2019). However, a theoretical void remains, as the current research lacks exploration into the
mediation effect of gender differences, particularly in the role of a focused platform like TikTok
shops, and more specifically within the domain of product types. While prior studies have
acknowledged the impact of social media on consumer behaviour (Weinberg & Gottwald, 1982),
only a limited few have systematically probed the potential for moderating impulse buying
tendencies across different genders, particularly concerning skincare products and the Live
Streaming TikTok Shops platform (Hashmi et al., 2020).
The Impulse Buying Phenomenon: A Comparative Study in Skin Care Purchase At Live Streaming Tiktok
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To address this gap, the proposed research will conduct a comparative study focused on
skin care purchases and focused platform, that is live streaming TikTok Shops (Sun et al., 2019).
Analysing the relation between social presence to arousal and pleasure, then arousal and pleasure
to the impulse buying and added a gender as a moderator on the arousal and pleasure variable to
contribute significantly to the understanding of comparative between gender in impulse buying.
Marketers can gain insights into optimising their promotional strategies and product placement to
sell skincare products in Live Streaming TikTok Shops. The study will collect data through
surveys in consumers' interactions with TikTok shop content. The Stimulus - Organism -
Response (SOR) framework serves as a tool for elucidating human behaviours, offering an
analysis of how cognitive and emotional states are shaped by external stimuli (Shah et al., 2020).
Employing the SOR framework, we establish a theoretical model to gain insights into the process
behind impulsive purchasing within the context of live streaming TikTok Shops.
RESEARCH METHOD
Study Context
The advent of TikTok Shops Live Streaming has transformed the consumer landscape,
providing an engaging and interactive medium for purchasing a diverse array of products. Among
the various consumer behaviours observed in this novel shopping environment, impulse buying
has emerged as a fascinating phenomenon warranting in-depth investigation. This proposed study
aims to delve into the impulse buying behaviour within the context of skin care purchases on Live
Streaming TikTok Shops, while also exploring the moderating influence of gender. As consumers
increasingly embrace live streaming as a virtual shopping experience, the dynamics of impulse
buying warrant a comparative analysis (Cai et al., 2018). This research aims to investigate the
specific drivers behind impulsive buying tendencies in the context of skincare products, with a
focus on understanding potential gender-based variations (Rook & Fisher, 1995). The study is
grounded in established theoretical frameworks like the S-O-R Theory, which provides the basis
for examining emotional and cognitive states, specifically pleasure and arousal, as they relate to
the phenomenon of impulse buying. A methods approach involving quantitative analysis from
consumer experiences will be employed. The research will involve data collection through
surveys to garner a comprehensive understanding of the impulse buying phenomenon (Huang &
Suo, 2021). The outcomes of this study have the potential to offer invaluable insights for marketers
and practitioners, enabling them to tailor strategies for more effective engagement and
conversion. By unravelling the intricate interplay between impulse buying, gender, and the unique
dynamics of Live Streaming TikTok Shops, this research contributes to a deeper comprehension
of contemporary consumer behaviour in the evolving landscape of e-commerce.
Sampling and Data Collection
We conducted a combined online and direct survey approach to collect data for the purpose
of testing our hypotheses. All responses were consolidated through Google Forms, chosen for its
user-friendly interface and efficient reach to participants. The survey was carried out exclusively
in Indonesia, focusing on individuals who are viewers of Live Streaming TikTok Shops (Iyer et
al., 2020). The English version of the survey was meticulously translated into Indonesian,
ensuring the questionnaire's items retained their intended value for consistent questioning. The
questionnaire encompassed an introductory question, demographic inquiries covering age,
gender, income, and viewing frequency, as well as a total of eighteen measurement items
distributed across six variables. To ensure the relevancy of responses, an initial screening question
was employed to identify participants who had engaged with skincare live streaming TikTok
Shops within the past three months. Those answering "yes" proceeded to respond to the
subsequent questions. After meticulously reviewing and cleaning the respondents' answers, we
obtained a sample of 300 valid and representative responses (Nass & Moon, 2000). This dataset
will be used for analysis using SMART PLS4. Our sampling approach involved quota sampling,
ensuring an equal distribution of 50% male and 50% female participants (Atulkar & Kesari, 2018).
The measurement items used in our study were developed based on pre-existing literature (Li et
The Impulse Buying Phenomenon: A Comparative Study in Skin Care Purchase At Live Streaming Tiktok
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al., 2022), without alterations to align them with the context of live streaming e-commerce. All
constructs were assessed using multiple-item reflective indicators on a 5-point Likert scale,
ranging from "1 = strongly disagree" to "5 = strongly agree."
Table 1 Variable, Items & Indicator
Variable
Items
Indicator
Social Presence of
Broadcaster
SPB1
I can make sense of the streamers’ attitudes by interacting with them
in live steaming
SPB2
There is a sense of human touch when I communicate with the
broadcasters in live streaming
SPB3
Communication with the broadcasters in the live streaming is warm
Social Presence of
the Viewer
SPV1
I am aware of other viewers who are interested in the production in
live streaming shopping
SPV2
I am aware of other viewers who share the product’s information in
live streaming shopping
SPV3
I am aware of other viewers who have purchased the product in live
streaming shopping
Social Presence of
the Live
Streaming
SPL1
There is a sense of human contact in live streaming shopping
SPL2
There is a sense of personalness in live streaming shopping
SPL3
There is a sense of sociability in live streaming shopping
Arrousal
AR1
I feel stimulated when watching live streaming shopping
AR2
I feel excited when watching live streaming shopping
AR3
I feel suprised when watching live streaming shopping
Pleasure
PL1
I feel joyful when watching live streaming shopping
PL2
I feel pleasure when watching live streaming shopping
PL3
I feel satisfied when watching live streaming shopping
Impulse Buying in
The Live
Steaming e-
commerce
IB1
While watching live streaming shopping, I often buy things
spontaneously
IB2
While watching live streaming shopping, I often buy things whitout
thinking
IB3
While watching live streaming shopping, I often buy things according
to how I feel at the moment
Sumber: Li et,. Al (2022)
RESULT AND DISCUSSION
Results
Sample Characteristics
Table 2 displays the demographic profile of the surveyed participants. Among the
respondents, an equal distribution of gender was observed, each constituting 50% of the total
sample. In terms of age distribution, the largest segment was represented by individuals aged
between 26 and 35 years old, accounting for 46% of the respondents. The educational background
of participants revealed that the majority held a bachelor's degree, constituting 67% of the total
respondents. Regarding income, the segment earning between 5 to 10 million rupiah held the
highest proportion at 42%. In terms of viewing behavior, a significant portion of participants
reported engaging with live streaming e-commerce three to five times within the past three
months, representing 40% of the surveyed individuals.
Table 2 Demographic Information of Respondents
Charateristic
Categories
Frequency
Percentage (%)
Gender
Male
150
50%
Female
150
50%
Age
18 - 25
84
28%
26 - 35
139
46%
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>35
77
26%
Educational
Junior High School
42
14%
Senior High School
32
11%
Bacherol
202
67%
Post Graduate
24
8%
Income
< 5 millin
65
22%
5 – 10 million
126
42%
>10 million
109
36%
In the past 3 months, how many times do you watsch live streaming
1 – 2
67
22%
3 – 5
121
40%
6 – 10
77
26%
> 10
35
12%
Measurement Model
To ascertain the reliability and accuracy of the measures integrated into our model, a
comprehensive evaluation was conducted, encompassing key tests such as internal consistency,
convergent validity, and discriminant validity. In our initial step, we employed composite
reliabilities as outlined by Hsieh et al. (2021) to gauge the internal consistency of the measurement
items. The outcomes, as summarized in Table 3, unveil that all composite reliability values
surpass the threshold of 0.7, denoting robust internal consistency. Furthermore, all individual item
loadings exceed the established minimum reliability threshold of 0.7. These collective results
underscore a strong level of internal consistency present within the dataset. Moving on to the
assessment of convergent validity, we followed the Fornell-Larcker criterion and computed the
average variance extracted (AVE) for each construct. The obtained AVE values span from 0.62
to 0.81, surpassing the stipulated minimum threshold of 0.5. This substantiates the presence of
convergent validity across all constructs, reinforcing the consistency and reliability of the
measurements utilized in our stusdy.
Table 3 CA, CR & AVE
Cronbach’s
alpha
Composite
reliability(rho_a)
Composite
reliability (rho_c)
Average
variance
extraccte
0.796
0.798
0.880
0.710
0.874
0.874
0.923
0.799
0.869
0.873
0.920
0.7993
0.855
0.857
0.912
0.776
0.888
0.890
0.930
0.817
0.700
0.707
0.832
0.623
The assessment of discriminant validity, achieved through a meticulous examination of
inter-construct correlations. As presented in Table 4, it is evident that the square root of the AVE
for each construct surpasses the corresponding inter-construct correlations. Moreover, all inter-
construct correlations are consistently lower than the square root of the AVE, confirming the
presence of discriminant validity. A comprehensive evaluation of loadings, both within the
current study and across different constructs, reinforces the robust discriminant validity of all
constructs. These comprehensive analyses collectively affirm the reliability, validity, and
distinctiveness of the measures integrated into our study.
Table 4. Fornell-Larcker Criteria
Arrousal
Gender
Impulse
Buying
Pleasure
SPB
SPL
SPV
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Arrousal
0.843
Gender
0.240
1.000
Impulse
Buying
0.689
0.266
0.890
Pleasure
0.689
0.267
0.693
0.890
SPB
0.779
0.216
0.598
0.769
0.881
SPL
0.772
0.197
0.527
0.727
0.797
0.904
SPV
0.645
0.250
0.458
0.617
0.595
0.572
0.789
As a preliminary step before proceeding with hypothesis testing for the structural model, it
is crucial to evaluate the presence of multicollinearity among variables by employing the
statistical metric known as Inner Variance Inflated Factor (Inner VIF). The estimation outcomes
reveal that all inner VIF values are below 5. This observation indicates a minimal level of
multicollinearity among the variables. These findings not only affirm the robustness of parameter
estimation within the context of Partial Least Squares Structural Equation Modeling (SEM PLS)
but also underscore its unbiased nature.
Table 5 VIF Multicollinearity
VIF
Arrousal → Impulse Buying
3.423
Gender → Arrousal
1.079
Gender → Impulse Buying
1.084
Gender → Pleasure
1.079
Pleasure → Impulse Buying
3.544
SPB → Arrousal
3.036
SPB → Pleasure
3.036
SPL → Arrousal
2.939
SPL → Pleasure
2.939
SPV → Arrousal
1.768
SPV → Pleasure
1.768
Gender × SPB → Arrousal
2.896
Gender × SPB → Pleasure
2.896
Gender × Pleasure → Impulse Buying
3.294
Gender × SPV → Arrousal
1.658
Gender × SPV → Pleasure
1.658
Gender × SPL → Arrousal
2.825
Gender × SPL → Pleasure
2.825
Gender × Arrousal → Impulse Buying
3.227
The estimation results indicate that the inner Variance Inflated Factor (Inner VIF) values
are all less than 5. This suggests a low level of multicollinearity among the variables. These
findings reinforce the idea that the parameter estimation is robust and unbiased.
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Data Analysis
Picture 1 presents the hypotheses, their descriptions, corresponding path coefficients, p-
values, and the test results derived from the analysis. The study focused on various relationships
within the context of live streaming on TikTok Shops, examining factors like social presence,
gender, arousal, pleasure, and impulse buying (Hu & Chaudhry, 2020).
Figure 1 Result of Structure Mode, Smart-PLS4 Path Coefficient, p-Value & r-Square
Supported Hypotheses: Hypotheses H1a and H1b were both supported. The presence of the
broadcaster (SPB) positively and significantly influenced both arousal and pleasure, as indicated
by their respective path coefficients (0.35 and 0.424). Hypotheses H2a and H2b were both
supported. Contrary to the presence of the viewer (SPV), SPV had a significant positive impact
on both arousal and pleasure, with path coefficients of 0.25 and 0.212, respectively. Hypotheses
H3a and H3b were both supported. The social presence of live streaming (SPL) positively also
significantly affected arousal and pleasure, with respective path coefficients of 0.333 and 0.241.
Hypotheses H5 was supported. Both arousal and pleasure giving a strong positive impact on
impulse buying, with path coefficients of 0.361 and 0.383, respectively. Hypothesis H8 was
supported. The interaction between gender and the social presence of the viewer (SPV)
significantly affected arousal, with a path coefficient of 0.118. Not Supported Hypotheses:
Hypotheses H6 and H7 were not supported. The interaction between gender and the presence of
the broadcaster (SPB) did not significantly influence arousal or pleasure, as indicated by path
coefficients of -0.077 and -0.07, respectively. Hypotheses H9 was not supported. The interaction
between gender and the presence of the viewer (SPV) did not significantly impact pleasure, with
a path coefficient of 0.075. Hypotheses H10 and H11 were not supported. The interaction between
gender and the social presence of live streaming (SPL) did not significantly influence arousal or
pleasure, with path coefficients of -0.058 and -0.057, respectively. Hypotheses H12 and H13 were
not supported. The interactions between gender and arousal, as well as gender and pleasure, did
not significantly affect impulse buying, with path coefficients of 0.023 and 0.028, respectively.
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Table 6 Result summary of path analysis
Hypothesis
Hyphonthesis
Descriptions
Path Coefficients
p-Value
Test Result
H1a
SPB→ Arrousal
0,35
0
Supported
H1b
SPB→ Pleasure
0,424
0
Supported
H2a
SPV→ Arrousal
0,25
0
Supported
H2b
SPV→ Pleasure
0,212
0
Supported
H3a
SPL→ Arrousal
0,333
0
Supported
H3b
SPL→ Pleasure
0,241
0
Supported
H5
Arrousal
→ Impulse
Buying
0,361
0
Supported
H5
Arrousal
→ Impulse
Buying
0,383
0
Supported
H6
Gender x SPB →
Arrousal
-0,077
0,249
Not Supported
H7
Gender x SPB →
Pleasure
-0,07
0,28
Not Supported
H8
Gender x SPV →
Arrousal
0,118
0,006
Supported
H9
Gender x SPV →
Pleasure
0,075
0,119
Not Supported
H10
Gender x SPL →
Arrousal
0,058
0,38
Not Supported
H11
Gender x SPL →
Pleasure
0,057
0,404
Not Supported
H12
Gender x Arrousal
→
Impulse Buying
0,023
0,816
Not Supported
H13
Gender x Pleasure
→
Impulse Buying
0,028
0,762
Not Supported
In conclusion, the study's findings unveiled the significant influence of several factors,
encompassing the roles of broadcasters, viewers, social presence within live streaming, and
emotional states of arousal and pleasure, in shaping impulse buying behaviors within the TikTok
Shops context. Although certain gender interactions did not yield statistically significant results,
the comprehensive analysis yielded valuable insights into the intricate dynamics of online
shopping through live streaming platforms.
Additional Analysis
This analysis offers a comprehensive overview of the research findings, serving as a means
to assess the extent to which the employed data or empirical data gathered from the field can
appropriately represent and validate the model. This evaluation contributes to the determination
of the model's acceptability. In line with Chin's (1998) guidelines, R Square values of 0.19 are
classified as Low, values of 0.33 are categorized as Moderate, and values of 0.67 are considered
High.
Table 7 R-square & Adjusted
R-Square
R-square & adjusted
Arrousal
0.714
0.707
Impulse Buying
0.528
0.520
Pleasure
0.667
0.659
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The strength of the impact of SPB, SPV, and SPL on AR is categorized as Strong, with a
value of 0.714. Similarly, the strength of the influence of SPB, SPV, and SPL on PL is positioned
in the Moderate to Strong range, with a value of 0.528. Furthermore, the magnitude of the impact
of AR and PL on IB falls within the Moderate to Strong category, as indicated by a value of 0.667.
The f-square value serves to gauge the direct influence of variables on the structural level, with
benchmarks of 0.02 (low), 0.15 (moderate), and 0.35 (high) established for f-square in relation to
direct effects, following Hair et al. (2021). For moderation tests, the f-square values are set at
0.005 (low), 0.01 (moderate), and 0.025 (high), as proposed by Hair et al. (2021).
Table 8. f-square
f-square
Arrousal → Impulse Buying
0,081
Gender → Arrousal
0.004
Gender → Impulse Buying
0.012
Gender → Pleasure
0.016
Pleasure → Impulse Buying
0.086
SPB → Arrousal
0.142
SPB → Pleasure
0.178
SPL → Arrousal
0.132
SPL → Pleasure
0.059
SPV → Arrousal
0.142
SPV → Pleasure
0.077
Gender × SPB → Arrousal
0.007
Gender × SPB → Pleasure
0.005
Gender × Pleasure → Impulse Buying
0.000
Gender × SPV → Arrousal
0.028
Gender × SPV → Pleasure
0.010
Gender × SPL → Arrousal
0.004
Gender × SPL → Pleasure
0.003
Gender × Arrousal → Impulse Buying
0.000
F Square direct test outcomes indicate that the impact of Arousal on Impulse Buying spans
from Low to Moderate levels. Similarly, the influence of Pleasure on Impulse Buying also falls
within the Low to Moderate range. In terms of the influence of SPB on Pleasure, the magnitude
is positioned between Moderate to High levels. Regarding the F Square moderation test results,
the influence of Gender on Arousal is characterized as Low. Likewise, the effect of Gender on
Pleasure is classified as Moderate. Lastly, the impact of Gender on Impulse Buying is categorized
as Moderate as well.
SRMR According to Schermelleh-Engel et al. (2003), if the value is below 0.10, it is still
acceptable. And in the test results, the SRMR value is 0.053, which is below 0.10, indicating that
this study is acceptable
Table 9 SRMR
Saturated model
Estimated model
SPMR
0.053
0.059
d_ULS
0.536
0.671
d_G
0.373
0.419
Chi-Square
681.596
711.060
NFI
0.830
0.822
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Discussion
1. Theoretical Implications
One of the potential benefits that companies can glean from this research is a deeper
understanding of customers' impulse buying behaviours within TikTok Shops. This study
carries significant theoretical implications that contribute to the existing body of knowledge.
Firstly, it enriches the understanding of customer well-being by examining the interplay of
social presence, emotions, and impulse buying in the specific context of skincare products on
the TikTok Shops live streaming platform in Indonesia (Parsad et al., 2020). While prior
research, such as the work by Lu and Chen (2021), has provided insights across various
platforms, products, and within China's context, our study narrows its focus to these specific
dimensions, shedding light on the intricacies of this setting. Furthermore, this research makes
a noteworthy contribution by incorporating gender as a crucial factor within the social
presence theory. Gender operates as a moderating variable, enabling a nuanced exploration of
the interaction between male and female consumers. This exploration gains significance in the
light of the three-dimensional construct of social presence inherent to the live streaming e-
commerce realm: broadcaster's social presence, viewer's social presence, and live streaming's
social presence. This expanded perspective on social presence not only addresses the
complexities of these dimensions but also offers a holistic understanding of the factors
influencing the varied facets of social presence. Additionally, our study brings the focus to
skincare products within the Indonesian context and specifically within the TikTok Shops
platform. By narrowing down to this local and specialized context, we contribute valuable
insights that are applicable to the unique dynamics of the Indonesian market and the TikTok
Shops platform. This localized focus underscores the relevance of our findings to a specific
target audience and platform, enhancing the practical applicability of our research.
2. Practical Implications
This study carries significant practical implications that contribute to the existing body
of knowledge. Firstly, Companies can leverage the insights from this study to fine-tune their
marketing strategies on the TikTok Shops platform. Understanding how social presence and
emotions drive impulse buying can guide companies in creating engaging and persuasive
content that resonates with viewers. By tailoring their approach to enhance social presence and
evoke positive emotions, businesses can effectively capture the attention and interest of
potential customers (Fu et al., 2018). Second, by considering the nuanced preferences of both
male and female consumers, companies can tailor their presentations, interactions, and product
demonstrations to cater to the emotional triggers that drive impulse buying. Third is for
consumers, the study highlights the need to be cautious during emotionally charged moments
when participating in live streaming e-commerce. Being aware of the influence of emotions
on impulse buying can empower individuals to make more informed and mindful purchasing
decisions, leading to greater satisfaction with their choices. And lastly, focusing on skincare
products within the Indonesian context and on the TikTok Shops platform provides companies
with specialized insights that are directly relevant to their target audience enables companies
to tailor their offerings, communication style, and marketing efforts to align with the unique
dynamics of the Indonesian market. In essence, this study also offers actionable insights that
businesses operating within the live streaming e-commerce domain can utilize to enhance their
engagement with customers, foster trust, and optimize their approach to driving impulse
buying behaviours (Park et al., 2012).
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CONCLUSION
In conclusion, this research sheds light on the intricate dynamics of impulse buying
behaviors within the context of TikTok Shops, specifically focusing on skincare products in
Indonesia. The study contributes significantly to both theoretical and practical domains, offering
a comprehensive understanding of the interplay between social presence, emotions, and impulse
buying. By examining the nuanced dimensions of social presence-broadcaster's, viewer's and live
streaming's-and introducing gender as a moderating factor, the research advances our
comprehension of how these factors influence customers' experiential shopping journey. Practical
implications derived from the study are manifold. Companies can utilize the insights gained to
refine their marketing strategies within the TikTok Shops platform. By harnessing the power of
social presence and emotions to create tailored, engaging content, businesses can effectively
entice and captivate potential customers. The study emphasizes the importance of gender
considerations in crafting presentations and interactions, allowing businesses to resonate with
both male and female consumers. Moreover, customers are encouraged to exercise mindfulness
in emotionally charged shopping moments, making well-informed purchase decisions that align
with their preferences and needs. Focusing on skincare products within the Indonesian context
and TikTok Shops platform enables businesses to tailor their offerings and communications to
meet the distinct demands of the local market. Despite its contributions, this study does have
certain limitations. The research scope is confined to the Indonesian market and the TikTok Shops
platform, potentially limiting the generalizability of findings to other cultural contexts and e-
commerce platforms. Additionally, the study narrows its focus to skincare products, potentially
overlooking insights applicable to other product categories. The research does not delve into
different modes of live streaming e-commerce, leaving room for exploration of effects on impulse
buying in varying modes. To address these limitations and expand upon the findings, future
studies can explore impulse buying behaviours within different cultural contexts, considering
varied product categories and e-commerce platforms. Further investigation into the implications
of social presence on impulse buying in diverse live streaming modes, such as those integrated
into social media platforms like Instagram or Facebook, could yield valuable insights.
Additionally, examining the long-term effects of impulse buying behaviours and the potential
impact on customer loyalty and satisfaction presents an avenue for extended research.
Furthermore, studies can delve into the role of trust and authenticity in live streaming e-
commerce, as well as the efficacy of strategies aimed at balancing emotional experiences during
online shopping events. Such endeavours will enrich our understanding of live streaming e-
commerce dynamics and provide actionable insights for businesses and consumers alike.
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