Social Presence in Live Streaming, Consumer Trust, and Flow Experience: Catalyst of Impulsive Buying

The appearance of e-commerce as a platform to introduce goods and services is one of the tools business people use to achieve their preferred marketing objective. For this reason, e-commerce integrates live streaming into its existing features; therefore, streamers can utilize it well to attract people to watch it. Moreover, this study uses the stimulus-organism-response model to accommodate the consequences of live-streaming creating social presence. After identifying the related variables, this study selects customer trust and flow experience as the outcomes expected to influence impulsive buying. Based on this circumstance, this study aims to prove and analyze the influence of social presence in live-streaming (SPLS) on customer trust (CT) and flow experience (FE) and the impact of CT and FE on impulsive buying (IB) by employing people purchasing goods during live-streaming as population. By utilizing purposive sampling and survey techniques, this study can get 240 respondents. After examining the causal relationship by variance-based structural equation model, this study demonstrates a positive inclination of SPLS towards CT and FE. Additionally, this positive mark is obtainable when investigating the tendency of CT and FE towards IB. By mentioning this fact, the streamer needs to communicate with its viewers; therefore, they trust and enjoy interacting, leading to impulsively buying the offered goods and services.