What Factors Stimulate Impulse Buying in Live Commerce?

The emergence of live streaming commerce has become evidence that the e-commerce developed rapidly since Covid-19 pandemic. Consumers who shop at mostly don’t have a previous plan. This behavior is certainly influenced by various stimuli created sellers. study aims to investigate factors in stimulating purchase decisions. sample used 100 respondents. Data analysis Partial Least Square. results indicate interactivity significant effect on arousal, and leads impulse buying. Attractiveness perceived scarcity no arousal. implies sellers should focus improving way they communicate with consumers. Hence, consumers can feel togetherness intimacy enable occur.