The growth of live shopping in Indonesia has created a dynamic digital retail environment, yet the psychological mechanisms underlying impulse buying remain insufficiently understood. Previous studies have predominantly emphasized positive and linear relationships between perceived enjoyment, purchase-related urges, and impulse buying, with limited experimental evidence on their combined effects in the Indonesian live-commerce context. This study examines the effects of Perceived Enjoyment and Urge To Buy Impulsively on Customer Impulse Buying using a 2 × 2 factorial between-subject experimental design. Data were collected from 160 female Gen Z and Millennial respondents in Indonesia who actively used live-commerce platforms. Both factors were manipulated at high and low levels through simulated live-streaming videos and analyzed using Two-Way ANOVA. The results show that low Perceived Enjoyment produced significantly higher Customer Impulse Buying than high Perceived Enjoyment, while low Urge To Buy Impulsively also produced significantly higher impulse-buying responses than the high condition. A significant interaction was found, with the low-Perceived Enjoyment and low-Urge To Buy Impulsively condition producing the highest Customer Impulse Buying score. These findings indicate that stronger entertainment and purchase-related stimulation do not necessarily generate stronger impulse-buying responses. The study extends the Stimulus-Organism-Response framework through an interaction-based perspective and provides implications for technology innovation management and digital transformation by emphasizing balanced entertainment, information efficiency, consumer decision support, and responsible live-commerce design.
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