Indonesian Study Reveals Why Emotional Bonds With Shopee Streamers Trigger Impulse Buying
The rise of live-streaming commerce is changing the way consumers shop online, and a new Indonesian study shows that emotional connections with streamers may be more influential than attractiveness itself. Researchers Sutrisno Wibowo and Revanza Mohamad Firdaus from the Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta (UMY), Indonesia, found that viewers who develop strong emotional relationships with live-streaming hosts are significantly more likely to make unplanned purchases. The study was published in 2026 in the International Journal of Contemporary Sciences (IJCS).
The research focused on Roughneck 1991, a popular Indonesian fashion brand, and investigated how streamer attractiveness, parasocial interaction, and Fear of Missing Out (FOMO) influence consumer impulse buying during Shopee live-streaming sessions.
The findings matter because Southeast Asia's live-commerce market continues to expand rapidly, especially among Millennials and Generation Z consumers who increasingly rely on social media personalities for shopping recommendations.
Why Live Streaming Commerce Is Becoming So Powerful
Online shopping has evolved beyond static product pages. Platforms such as Shopee now combine entertainment, social interaction, and real-time promotions into a single experience.
Consumers no longer simply purchase products; they watch hosts demonstrate items, engage in conversations through chat features, and participate in limited-time offers.
This interactive environment creates emotional attachment between audiences and streamers.
Researchers refer to this phenomenon as parasocial interaction, a one-sided emotional relationship in which viewers feel personally connected to a public figure despite never meeting them in real life.
At the same time, consumers often experience Fear of Missing Out (FOMO), a psychological state characterized by anxiety about missing opportunities, trends, or experiences that others are enjoying.
Both mechanisms have become central drivers in digital consumer behavior.
How the Research Was Conducted
The study examined consumers who had previously purchased Roughneck 1991 products through Shopee live streams.
Researchers collected data from 216 respondents living in Yogyakarta, Indonesia, although 205 responses met all analytical requirements.
Participants had to meet several criteria:
- At least 18 years old
- Active Shopee users
- Have purchased Roughneck 1991 products at least once
- Have watched Roughneck 1991 live-streaming sessions on Shopee
The researchers used survey questionnaires with a five-point Likert scale and analyzed the data using Structural Equation Modeling (SEM) through SmartPLS 4.0 software.
The analytical model examined four interconnected variables:
- Streamer attractiveness
- Parasocial interaction
- Fear of Missing Out (FOMO)
- Impulse buying behavior
The Most Surprising Finding: Attractive Streamers Alone Do Not Directly Increase Impulse Buying
One of the study's most unexpected discoveries challenges common assumptions about influencer marketing.
While streamer attractiveness increased audience engagement, it actually showed a significant negative direct effect on impulse buying.
In other words, simply having an attractive streamer does not automatically persuade consumers to purchase products impulsively.
Instead, emotional relationships became the decisive factor.
The researchers discovered that attractive streamers first build emotional bonds with audiences, and those emotional bonds subsequently drive purchasing decisions.
Key Findings at a Glance
The study identified several important relationships.
1. Attractive streamers strengthen emotional attachment
Streamer attractiveness strongly increased parasocial interaction.
Consumers who perceived streamers as appealing were much more likely to feel emotionally connected to them.
2. Attractive streamers also increase FOMO
Consumers experienced greater anxiety about missing opportunities when following engaging streamers.
3. Parasocial interaction significantly boosts impulse buying
This was the strongest predictor.
Viewers who felt emotionally connected to streamers were substantially more likely to make spontaneous purchases.
4. FOMO independently increases impulse buying
Consumers afraid of missing promotions or trends were also more likely to buy products impulsively.
5. FOMO is not the main bridge between attractiveness and purchases
Contrary to expectations, FOMO alone did not successfully mediate the relationship between streamer attractiveness and impulse buying.
Instead, parasocial interaction served as the dominant pathway.
Why Emotional Relationships Matter More Than Appearance
The findings suggest that audiences are not simply persuaded by physical attractiveness.
Trust, familiarity, and repeated interactions appear to be more important.
When viewers repeatedly watch the same streamer, they begin to perceive them as relatable personalities rather than salespeople.
This emotional closeness lowers purchasing resistance.
The study also found that 72% of variations in FOMO and parasocial interaction could be explained by the research model, while 45.6% of impulse buying behavior was explained by streamer attractiveness, FOMO, and parasocial interaction combined.
This indicates that consumer purchasing decisions remain complex and influenced by additional factors beyond the scope of this study.
Implications for Brands, Businesses, and Policymakers
The findings provide valuable lessons for businesses operating in the growing live-commerce industry.
Rather than prioritizing physical attractiveness when selecting streamers, brands may achieve better results by fostering authentic audience relationships.
Several practical strategies emerge from the research:
- Train streamers to build genuine conversations with audiences.
- Encourage consistent interaction to strengthen viewer familiarity.
- Focus on long-term community building instead of short-term promotional tactics.
- Design ethical marketing strategies that avoid excessive psychological pressure.
For policymakers and digital platforms, the study also raises questions about responsible marketing toward younger consumers, who may be particularly vulnerable to emotionally driven purchasing behaviors.
Educational institutions could also use these findings to improve digital literacy programs, helping consumers recognize emotional persuasion tactics used in live-commerce environments.
Researchers Emphasize the Importance of Human Connection
According to the authors, businesses should shift their focus away from superficial influencer attributes and prioritize meaningful audience engagement.
An ethical interpretation of the study suggests that successful live-streaming commerce depends less on appearance and more on creating authentic relationships that foster trust and interaction.
Researchers from Universitas Muhammadiyah Yogyakarta conclude that emotional bonds are the primary mechanism transforming viewers into spontaneous buyers in live-commerce ecosystems.
Author Profiles
Sutrisno Wibowo, S.E., M.M.: Lecturer and researcher at the Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta, Indonesia. His expertise includes marketing management, digital consumer behavior, e-commerce, and strategic business development.
Revanza Mohamad Firdaus, S.M.: Management researcher from the Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta, Indonesia. His research interests focus on digital marketing, consumer psychology, social media behavior, live-streaming commerce, and impulse buying behavior.
Source
- Article Title: The Role of Parasocial Interaction and Fear of Missing Out (FOMO) in Mediating the Influence of Streamer Attractiveness on Impulse Buying in Live Streaming (A Study on the Roughneck 1991 Brand on Shopee)
- Authors: Sutrisno Wibowo, Revanza Mohamad Firdaus
- Journal: International Journal of Contemporary Sciences (IJCS)
- Publication Year: 2026
- DOI: https://doi.org/10.55927/ahznh469
- Official Journal URL: https://journalijcs.my.id/index.php/ijcs
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