Live Streaming Commerce Interactivity and Social Presence in Driving Impulsive Buying through Perceived Enjoyment among Generation Z Consumers

The rapid development of live streaming commerce has transformed online shopping behavior by integrating real-time interaction, social engagement, and entertainment into a single digital shopping environment. This study aims to examine the influence of live streaming commerce interactivity and social presence on impulsive buying through the mediating role of perceived enjoyment among Generation Z consumers. This research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 120 Generation Z consumers who had watched and purchased products through live-shopping features. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) by evaluating the measurement model and structural model. The results indicate that live streaming commerce interactivity and social presence positively and significantly influence perceived enjoyment. Furthermore, both variables also have a direct positive effect on impulsive buying, while perceived enjoyment demonstrates the strongest influence on spontaneous purchasing behavior. The mediation analysis confirms that perceived enjoyment partially mediates the relationship between interactivity and social presence with impulsive buying. These findings support the Stimulus–Organism–Response (S-O-R) framework by demonstrating that technological and social stimuli within live-commerce environments shape consumers' emotional experiences, which subsequently influence purchasing responses. This study provides practical implications for live-commerce platforms and sellers to enhance interactive features, social engagement, and enjoyable shopping experiences to encourage consumer involvement and purchasing decisions.