<![CDATA[The rapid growth of digital commerce and social media has transformed consumer behavior, particularly among Generation Z, who increasingly participate in fashion thrifting through live streaming platforms. This study examines the effects of influencer marketing and live streaming on impulsive buying, with hedonic motivation as a mediating variable and self-control as a moderating variable. A quantitative survey was conducted involving 160 consumers who had previously purchased thrifting products through live streaming, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that influencer marketing and live streaming significantly enhance hedonic motivation, with influencer credibility and real-time interaction identified as the strongest determinants. Furthermore, hedonic motivation positively influences impulsive buying, particularly through value shopping, indicating that the enjoyment and excitement of obtaining perceived shopping value encourage spontaneous purchasing behavior. However, self-control does not significantly moderate the relationship between hedonic motivation and impulsive buying, suggesting that even consumers with strong self-regulation remain vulnerable to impulsive thrifting purchases. These findings emphasize the importance of emotional engagement in online thrifting and demonstrate that marketing strategies centered on influencer credibility and interactive live streaming can effectively increase consumer involvement and stimulate impulsive buying among Generation Z consumers.]]>
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