From Stream to Splurge: Analyzing Impulsive Fashion Buying Trends in TikTok Live Shopping

As digital technology has revolutionized the retail segment, live streaming shopping has emerged as an innovative phenomenon, changing the way Generation Z interacts with brands and makes purchases. This study investigates impulse buying behavior among Indonesian Gen Z users on TikTok live streams, with a focus on fashion products. As live streaming becomes an important channel for social commerce, understanding the factors that drive impulse purchases in this new landscape is critical. This research aims to examine how demand, convenience, interactivity, playfulness, and attractiveness impact recognized enjoyment, also how this recognized enjoyment, in turn, drives impulse buying behavior. Using the Stimulus-Organism-Response (SOR) theory, which is analyzed 464 valid responses through quantitative methods. The results shows that all five stimuli variable significantly increased perceived enjoyment, which strongly influenced impulse buying. The study highlights the need for strategic adjustments for businesses to align platform user engagement with financial outcomes to address the dynamic challenges of the digital shopping environment.