<![CDATA[Live streaming commerce has rapidly expanded in Indonesia's skincare market by combining real-time interaction, entertainment, and instant purchasing, increasing concerns about impulse buying in a high-risk product category. However, empirical evidence explaining the psychological mechanisms that drive impulsive purchasing in skincare live streaming remains limited. This study aims to examine how live streaming quality and streamer trustworthiness influence impulse buying behavior through perceived immersion, trust, and urge to buy impulsively, while assessing the moderating role of perceived product authenticity and safety assurance. A quantitative cross-sectional survey design was employed. Data were collected from 450 Indonesian consumers who had purchased skincare products through live streaming within the previous three months using purposive sampling. Established measurement scales were adapted to the research context and analyzed using PLS-SEM. The results indicate that live streaming quality enhances perceived immersion and directly intensifies impulsive buying urges, while streamer trustworthiness significantly strengthens trust. Both perceived immersion and trust increase the urge to buy impulsively, which in turn strongly predicts impulse buying behavior. Urge to buy impulsively fully mediates the effects of immersion and trust on impulse buying. Furthermore, perceived product authenticity and safety assurance strengthen the relationship between trust and impulsive urge. The novelty of this study lies in clarifying the experiential and trust-based mechanisms underlying impulse buying in skincare live streaming commerce and identifying authenticity and safety assurance as a critical boundary condition. The findings offer theoretical contributions and practical implications for platforms, streamers, and consumer protection in emerging digital markets.]]>
