Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Decoding Impulsive Purchases: Streamer Traits, Perceived Value, and Cultural Tendencies in Tiktok Live Commerce

Date Published : 10 September 2026

Contributors

Fathan

University of Siliwangi
Corresponding Author

Keywords

Livestreaming commerce impulsive buying streamer characteristics perceived value individualism

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Livestreaming commerce has rapidly envolved into a highly popular marketing channel. This stidy aims to reveal how streamer characteristics such as attractiveness and expertise influence consumers’ imoulsive buying behavior, with perceived value serving as a key mediating factor and individualism acsting as a moderating variable. Based on a survey involving 200 TikTok Live Commerce users in Tasikmalaya, the findings show the streamer characteristics play a significant role shaping how cosumers perceive a product’s value, which ultimately affects their impulsive purchase decision. Moveover, cultural background factors particulary individualistic tendencies also play an important role, as consumer with such personalities are more easily influenced by messages emphasizing social status. This investigation's constraints encompass its exclusive concentration on TikTok Live Commerce and a cross-sectional methodology, thereby impeding definitive causal conclusions. Moreover, streamer attributes and cultural factors impacting spontaneous purchasing behaviors, as well as their moderating influence on mediating pathways, have not been sufficiently examined. Subsequent scholarly inquiry ought to integrate experimental, longitudinal, and qualitative approaches to achieve a holistic comprehension of consumer conduct. Additional streamer-related elements, such as interactivity and distinctiveness, warrant empirical investigation, alongside the incorporation or substitution of moderating variables to elevate the comprehensiveness of future research endeavors.

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How to Cite

Decoding Impulsive Purchases: Streamer Traits, Perceived Value, and Cultural Tendencies in Tiktok Live Commerce (F. . Ghaza, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 593-601. https://conference.unsil.ac.id/ismart/paper/view/130