Streamer Appeal and Urgency Drive Millennial Impulse Purchases in Live Commerce, Study Finds

Gloria Florensia Br Surbakti Jumat, September 04, 2026
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FORMOSA NEWS

Live streaming shopping has fundamentally reshaped digital commerce by transforming planned online browsing into interactive, real-time purchasing experiences. A 2026 study conducted by researchers Chandra Hariandi, Jamaluddin, Ali Asrori, Muhammad Fahmi Ma'sum, and Noviridhany Maulana Azhar at ASMI Citra Nusantara Banjarmasin investigates the key drivers behind impulsive buying among Millennial consumers in Banjarmasin, Indonesia. Published in the International Journal of Global Sustainable Research, the research highlights how streamer characteristics, real-time interactivity, promotional incentives, and the psychological Fear of Missing Out (FoMO) combine to spark spontaneous spending on platforms such as TikTok and Shopee. Understanding these dynamics is critical as live commerce rapidly becomes a dominant pillar of the global digital economy.

The Rise of Interactive Digital Commerce

Traditional e-commerce platforms historically relied on static product catalogs, text descriptions, and independent consumer evaluation. While functional, this conventional model often presented high product uncertainty and lacked social engagement. Live streaming commerce bridges these gaps by merging real-time social media interaction with instant transaction capabilities. As digital platforms like TikTok and Shopee aggressively integrate live features, understanding how emotional and psychological factors influence working-class adult consumers becomes increasingly vital for retail strategy, consumer protection, and digital marketing policies.

Research Methodology

The researchers adopted a quantitative approach using a causal associative method and Partial Least Squares-Structural Equation Modeling (PLS-SEM) analyzed via SmartPLS software. The study surveyed 100 Millennial respondents in Banjarmasin who were active users of TikTok or Shopee and had completed a live streaming purchase within the preceding three months. Participants were selected through purposive sampling. Demographically, the sample was 62% female and 38% male, with 58% aged 30–35 and 42% aged 36–45. A majority held a bachelor's degree (63%) and were employed in the formal sector (45%), representing a demographic with stable purchasing power.

Key Research Findings

The empirical analysis reveals that the structural model accounts for 94.5% of the variance in impulsive buying behavior ($R^2 = 0.945$), demonstrating exceptionally high predictive power.

Key statistical findings include:

  • Streamer Characteristics ($\beta = 0.563, p = 0.000$): The personality, product knowledge, credibility, visual appeal, and responsiveness of the host serve as the primary and most dominant catalyst for spontaneous purchases.
  • Interaction and Promotion ($\beta = 0.248, p = 0.031$): Real-time two-way communication combined with aggressive promotional stimuli (flash sales, exclusive coupons, free shipping) represents the second most influential factor.
  • Fear of Missing Out ($\beta = 0.146, p = 0.037$): Psychological anxiety triggered by countdown timers, limited voucher quotas, and dwindling stock displays significantly accelerates impulse buying.
  • Perceived Enjoyment ($\beta = 0.052, p = 0.044$): The entertainment value ("shoppertainment") experienced while watching live streams provides a consistent, positive emotional lift that reduces rational spending defenses.

Real-World Impact and Industry Implications

These findings offer clear actionable insights for e-commerce operators, digital marketers, and consumer advocacy groups. Retailers and brand managers should prioritize specialized training and careful selection for live streamers, as host credibility and charisma exert the strongest influence on transaction volume. Furthermore, businesses can optimize sales conversion by combining interactive Q&A sessions with time-sensitive promotional tactics that leverage FoMO while maintaining an entertaining atmosphere. From a policy and consumer protection perspective, understanding these psychological levers helps regulatory bodies design guidelines to prevent predatory scarcity tactics and support healthy financial decision-making among digital consumers.

As lead author Chandra Hariandi and co-researchers from ASMI Citra Nusantara Banjarmasin note, the interactive nature of live broadcasts systematically reshapes consumer cognition: "When consumers trust a streamer's credibility and authenticity, psychological barriers in the form of doubts about product quality can be significantly reduced, acting as a key accelerator that drives purchase intention into actual transactions".

Author Profile

Chandra Hariandi holds an academic degree in business and management and serves as a researcher and faculty member at ASMI Citra Nusantara Banjarmasin in Indonesia. His academic expertise encompasses digital commerce, consumer behavior, marketing management, and electronic business strategy.

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