The Impact of Purchase Factors in Live Shopping

Adriel Simeon (Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339)
Michael Santoso (Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339)
Istijanto Istijanto (Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339)
Krishnamurti Murniadi (Universitas Prasetiya Mulya, Edu Town Kavling Edu I No. 1, Jalan BSD Raya Barat 1, Serpong, Pagedangan, Kabupaten Tangerang, Banten 15339)

Kajian Branding Indonesia
Vol 8 No 1 (2026): Kajian Branding Indonesia

This article explores how limitation in quantity, limitation of time, convenience, and interactiveness affect perceptions about arousal, enjoyment, and impulsive buying. To achieve understanding in relation to how mental processes result in emotional outcomes leading to impulse purchase, this study adopts the S-O-R model theory of Mehrabian and Russell (1974). This is quantitative research work that involves surveyed data collection and statistical analysis, with the assumption of indication regarding limited time scarcity, limited quantity scarcity, demand, convenience, interactivity, playfulness, perceived arousal, and perceived enjoyment are related to impulsive purchase behavior. These implications for business will help them build marketing and branding strategy, promotion campaigns, product launches, live shopping events, and create loyal customers with return purchases. This study concludes that it is necessary to understand how scarcity, convenience, and interactivity affect spontaneity buying process in live selling electronic platforms and more studies should be done into this field.