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All Journal JURNAL MANAJEMEN MOTIVASI
Hendri Triyanto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Parasocial Interaction Theory in TikTok Live Commerce: Linking Streamer Attributes and Customer Engagement to Impulsive Buying Under Time Pressure Hendri Triyanto
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9468

Abstract

This study examines streamer attributes, parasocial interaction, customer engagement, and impulsive buying tendency under time pressure. A cross-sectional survey purposively sampled 480 Indonesian TikTok Shop buyers aged 18–28 with prior impulsive-purchase experience. PLS-SEM showed that interaction quality, credibility, and entertainment were positively associated with parasocial interaction, with credibility strongest. Parasocial interaction was positively associated with engagement, which was positively associated with impulsive buying tendency. Four specific indirect effects were significant. Perceived time pressure showed a small negative moderating effect on the engagement–buying tendency relationship. Findings support relational approaches to live commerce but do not establish causality. Keywords: Customer Engagement; Impulsive Buying Tendency; Live-Streaming Commerce; Parasocial Interaction; Streamer Attributes
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