The Impact of Streamer Interaction and Credibility on Impulse Buying Among Gen Z TikTok Users in Indonesia
DOI:
https://doi.org/10.64252/23gnat69Keywords:
Streamer Interaction, Streamer Credibility, Impulsive Buying Behavior, Live Streaming, TikTok Live, Gen Z.Abstract
The phenomenon of live streaming commerce (LSC) on platforms such as TikTok has changed online shopping behavior, especially among Generation Z. This study aims to examine the effect of the quality of interaction between streamers and audiences, streamer credibility, and product information quality on impulse buying tendencies, with customer engagement as a mediating variable. The problem raised stems from the suboptimal understanding of the psychological and communication mechanisms that trigger spontaneous purchases in the context of live streaming, unlike traditional e-commerce. The novelty of this study lies in the integration of signal theory and social exchange theory to explain the cognitive and emotional pathways in impulse buying behavior in TikTok live commerce. This study uses a quantitative approach with a purposive sampling method on TikTok users from Generation Z who have participated in live shopping, and is analyzed using Structural Equation Modeling (SEM) through SmartPLS. The results show that the quality of streamer interaction has a significant effect on streamer credibility and product information quality, which in turn have a positive impact on customer engagement and impulse buying tendencies. However, customer engagement plays a more indirect role. These findings imply that increasing interactive communication and credibility in live streaming can strengthen product perceptions and encourage impulse buying. Further research is recommended to explore emotional mediators such as urgency or FOMO to gain a deeper understanding.