Consumer Impulsive Buying in Live Streaming Commerce: The Role of Perceived Authenticity and Social Presence

I Gusti Ayu Agung Istri Sari Dewi; I Made Aditya Pramartha

doi:10.38142/jebd.v4i4.434

Authors

I Gusti Ayu Agung Istri Sari Dewi Universitas Warmadewa, Indonesia
I Made Aditya Pramartha Universitas Warmadewa, Indonesia

DOI:

https://doi.org/10.38142/jebd.v4i4.434

Keywords:

Perceived Authenticity, Social Presence, ; Impulse Buying, Live Streaming Commerce

Abstract

Purpose:

This study examines the effects of Perceived Authenticity and Social Presence on consumer Impulse Buying in live streaming commerce and evaluates whether Gender moderates these relationships.

Methodology:

A quantitative survey was conducted with 203 consumers who had watched or purchased products through live streaming commerce. The model was analyzed using PLS-SEM in SmartPLS 4. Gender differences were examined separately through Measurement Invariance of Composite Models (MICOM) and permutation-based Multi-Group Analysis (MGA).

Findings:

Perceived Authenticity positively affects Impulse Buying (β = 0.164; p = 0.033), while Social Presence has a stronger positive effect (β = 0.543; p < 0.001). Gender does not significantly moderate either relationship (H3: p = 0.933; H4: p = 0.173). Social Presence did not fully satisfy compositional invariance in MICOM Step 2, so the corresponding MGA result should be interpreted cautiously.

Implication:

Live streaming strategies should prioritize real-time social interaction, host–viewer closeness, and personalized engagement while maintaining authentic and credible product communication. These mechanisms appear to operate relatively similarly across male and female consumers in this sample.

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