<![CDATA[Research aim : This study aims to analyze how stimuli in live streaming commerce—originating from both platform interactions and hosts—shape internal psychological states and trigger impulsive buying behavior among Generation Z women, utilizing the Stimulus–Organism–Response (S-O-R) framework. Design/Methods/Approach : A qualitative method with a phenomenological approach was employed to explore the subjective experiences and emotional engagement of informants. Data were gathered through in-depth interviews with 10 Generation Z women in Indonesia, selected via purposive and snowball sampling. The analysis followed a thematic process, mapping findings into the elements of stimulus, organism, and response. Research Finding : The findings indicate that stimuli do not directly drive impulsive buying but operate through psychological mediation. Time pressure and product demonstrations foster a flow experience, while the expertise and persuasiveness of hosts strengthen parasocial interaction. These psychological states reduce cognitive control and enhance emotional proximity, thereby accelerating impulsive purchasing decisions. Theoretical contribution/Originality : This study extends the S-O-R model by demonstrating the complementary roles of dual organisms—cognitive-affective and relational-social—within the live streaming commerce context. Practitioner/Policy implication : Practitioners should focus on managing interactive broadcast atmospheres, building host credibility, and strategically utilizing time pressure and personalized recommendations to optimize the shopping experience for the Generation Z female segment. Research limitation : Semi-structured interviews may produce complex responses that deviate from the focus, necessitating a more rigorous filtering and categorization process during analysis.]]>
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