Impulsive Buying in Live Tiktok Shop: Exploring The Role of Telepresence, Enjoyment and Trust Among Generation Z

Abstract

Technological advances cause changes in consumer behavior when making purchases. The livestreaming selling market, which is increasingly developing through various platforms, has become an option for online shopping. The role of telepresence in livestream sales, which refers to using live video to showcase and sell products, is expected to encourage consumer purchasing behavior. This research uses the SOR (stimulus-organism-response) framework, which aims to determine the effect of telepresence as a stimulus aspect on impulsive buying (response) mediated by enjoyment and trust as organism aspects. The research respondents were Generation Z, totaling 265 respondents. The sampling technique used in this research was nonprobability sampling with a purposive sampling method. Data collection used a questionnaire distributed electronically via Google Forms. Research findings show that telepresence directly does not affect impulsive buying. Limitations of consumers in assessing products by only seeing products through the screen, the absence of sensory touch is one of the causes that triggers consumers to refrain from impulse purchasing. However, telepresence can encourage impulse buying by increasing enjoyment and building consumer trust.