JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Parasocial Interaction Theory in TikTok Live Commerce: Linking Streamer Attributes and Customer Engagement to Impulsive Buying Under Time Pressure

Hendri Triyanto (Unknown)

Article Info

Publish Date
29 Sep 2026

Abstract

This study examines streamer attributes, parasocial interaction, customer engagement, and impulsive buying tendency under time pressure. A cross-sectional survey purposively sampled 480 Indonesian TikTok Shop buyers aged 18–28 with prior impulsive-purchase experience. PLS-SEM showed that interaction quality, credibility, and entertainment were positively associated with parasocial interaction, with credibility strongest. Parasocial interaction was positively associated with engagement, which was positively associated with impulsive buying tendency. Four specific indirect effects were significant. Perceived time pressure showed a small negative moderating effect on the engagement–buying tendency relationship. Findings support relational approaches to live commerce but do not establish causality. Keywords: Customer Engagement; Impulsive Buying Tendency; Live-Streaming Commerce; Parasocial Interaction; Streamer Attributes

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...