Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces

Impulsive buying behavior in the digital age is rapidly evolving with the emergence of live streaming technology on e-commerce platforms. This technology enables direct real-time interaction between sellers and buyers, often triggering spontaneous purchases. Live streaming features offer an engaging shopping experience by allowing consumers to view product demonstrations and interact directly, supporting impulsive buying behavior. This study analyzes the roles of perceived enjoyment and perceived usefulness influence variables between visual appeal and social presence in influencing impulsive purchases during live streaming sessions on Shopee. Using a quantitative method, data was collected from 241 respondents through a questionnaire and analyzed using Structural Equation Modeling (SEM). The results indicate that live streaming strengthens social interaction and visual appeal, enhancing perceived enjoyment and perceived usefulness, which in turn increases the tendency for impulsive buying. This research provides insights for marketers to design effective e-commerce strategies to capitalize on the phenomenon of impulsive buying through interactive and visually appealing live streaming technology, optimizing user experience and sales conversions.