<![CDATA[The development of live-streaming e-commerce has driven changes in consumer behavior, particularly the rise of impulse buying on platforms such as TikTok Shop. This study analyzes the effects of playfulness and convenience on impulsive buying, mediated by perceived enjoyment and perceived usefulness, and examines the moderating role of consumer engagement among live-streaming e-commerce consumers in Batam City. By integrating the Stimulus–Organism–Response (SOR) theory and the Technology Acceptance Model (TAM), this study employs a descriptive quantitative approach. Primary data were collected through structured questionnaires distributed to 343 respondents and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that playfulness and convenience have positive and significant effects on perceived enjoyment and perceived usefulness. Both mediating variables also significantly influence impulsive buying, with perceived usefulness identified as the most dominant factor. The moderation test reveals that consumer engagement does not moderate the relationship between perceived enjoyment and impulsive buying but significantly strengthens the relationship between perceived usefulness and impulsive buying. These findings emphasize platform utility, enjoyable shopping experiences, and consumer engagement are important factors driving impulsive buying in live-streaming e-commerce.]]>
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