<![CDATA[This study aims to analyze the influence of streamer characteristics, interactions with other viewers, and product presentation on impulsive buying in live streaming commerce, with perceived trust serving as a mediating variable. The study adopts the Stimulus-Organism-Response (S-O-R) framework to explain how external stimuli in digital shopping environments shape consumers’ psychological states and encourage spontaneous purchasing responses. A quantitative approach was employed through a survey of 338 live streaming commerce users in Indonesia who had prior shopping experience through live streaming features. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 and a bootstrapping procedure involving 5,000 subsamples. The findings reveal that streamer characteristics, interactions with other viewers, and product presentation significantly influence perceived trust. These three stimuli also have significant effects on the urge to buy impulsively. In addition, perceived trust is shown to positively influence impulsive buying and mediate the relationship between live streaming commerce stimuli and impulsive buying behavior. These findings affirm that trust is not merely a supporting factor, but a central psychological mechanism that links interactivity, credibility, and information transparency with spontaneous purchasing decisions. Practically, this study suggests that e-commerce practitioners should strengthen streamer credibility, encourage positive social interaction, and provide clear product demonstrations to enhance consumer engagement, reduce uncertainty, and improve the sustainable effectiveness of live streaming commerce strategies.]]>
