<![CDATA[Purpose – This study aims to examine the influence of live streamer quality and flash sale promotions on impulse buying behavior of cosmetic products during Shopee live streaming sessions. Design/methodology/approach – This study employs a quantitative explanatory research design with a replicative approach to analyze the relationships among live streamer quality, flash sales, and impulse buying. Data were collected through purposive sampling from 180 respondents who had experience with Shopee live streaming shopping. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Findings – The results indicate that live streamer quality has a significant positive effect on impulse buying, while flash sale promotions do not have a significant effect. These findings suggest that the effectiveness of live streaming interactions is more influential in triggering spontaneous purchasing behavior than price-based promotional incentives. Originality/value – This study contributes to live commerce and digital consumer behavior literature by distinguishing the roles of live streamer quality and flash sale promotions in driving impulse buying. The findings provide practical implications for e-commerce platforms and sellers in optimizing live streaming strategies to enhance consumer engagement and increase unplanned purchases.]]>
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