From stream to purchase
Exploring parasocial interaction and social presence as mediators of impulsive purchase in TikTok live commerce
Bibliographic Data
| ID | 22093084 |
|---|---|
| Authors | Istia Ayu Hadiyati (Binus University), Amia Luthfia (0000-0003-3174-1525, Binus University) |
| Year | 2026 |
| Volume | 11 |
| Publication date | 2026-03-26 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Frontiers in Communication (JOURNAL) |
| Journal identifiers | ISSN: 2297-900X • E-ISSN: 2297-900X |
| Publisher | Frontiers Media SA (PUBLISHER • CH) |
| DOI | 10.3389/fcomm.2026.1786830 |
| OpenAlex | W7140925389 |
| Language | EN |
| References cited | 59 |
Live streaming commerce (LSC) integrates entertainment and real-time interaction to trigger spontaneous buying behavior. However, the psychological mechanisms translating communicative stimuli into impulsive purchase within algorithm-driven platforms like TikTok remain under-theorized. This study investigates how Parasocial interaction (PSI) and Social Presence jointly mediate the effects of social attraction, fear of missing out (FOMO), Narrative Involvement, and Telepresence on Impulsive Purchase. Analyzing survey data from 415 Indonesian TikTok Live users using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results validate a dual-pathway mechanism: impulsive purchase is driven simultaneously by a relational bond (PSI) and an immersive sense of shared reality (Social Presence). Crucially, Narrative Involvement emerged as the strongest antecedent for both mediators, whereas Social Attraction exerted no significant influence on PSI. This finding challenges traditional endorsement theories, suggesting that in fast-paced live commerce, narrative transportation (storytelling) supersedes interpersonal attraction (static likability) as the primary driver of intimacy. Additionally, FOMO and Telepresence act as critical catalysts accelerating these psychological states. Theoretically, this study refines the stimulus–organism–response (S-O-R) framework by distinguishing the “Organism” into distinct interpersonal (PSI) and environmental (Social Presence) dimensions. Practically, findings suggest brands should prioritize narrative competence and high-fidelity immersion over mere streamer attractiveness to drive sales
Attractiveness · Entertainment · Entertainment industry · Interpersonal communication · Interpersonal relationship · Narrative · Social relation · Structural equation modeling · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Virtual Reality Applications and Impacts
Celebrity's self-disclosure on Twitter and parasocial relationships
The measurement of interpersonal attraction
Parasocial Interaction
Exploring consumers’ impulse buying behavior on social commerce platform
Empirical testing of a model of online store atmospherics and shopper responses
Structural Equation Models with Unobservable Variables and Measurement Error
Fear of missing out (Fomo)
Social Presence
An Updated Guideline for Assessing Discriminant Validity
PLS-Sem
Understanding the purchase intention in live streaming from the perspective of social image
Examining the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context
The evolution of social presence
Glued to your phone? Generation Z's smartphone addiction and online compulsive buying
Horton and Wohl Revisited
The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites
Motivational, emotional, and behavioral correlates of fear of missing out
Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework
Evaluating Smokers’ Purchase Intentions Under the Stimulus-Organism-Response Framework
Fear of Missing Out and Personality as Predictors of Social Networking Sites Usage
Telepresence via Television
Toward a More Robust Theory and Measure of Social Presence
Transportation Into Narrative Worlds
Unwarranted inferences from statistical mediation tests – An analysis of articles published in 2015
Establishing a causal chain
The role of transportation in the persuasiveness of public narratives
Defining Virtual Reality
How Does the Fear of Missing Out Moderate the Effect of Social Media Influencers on Their Followers' Purchase Intention
The Buying Impulse
| Highly cited | No |
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