Socio Technical Drivers of Impulse Buying in Live Streaming Fashionpreneurship

Kurnia, Kurnia; Supratikno, Hendrawan; Hariandja, Evo Sampetua

doi:10.34306/att.v9i1.987

Open access Journal

Socio Technical Drivers of Impulse Buying in Live Streaming Fashionpreneurship

Aptisi Transactions on Technopreneurship (ATT) · Vol. 9 No. 1 (2026) · pp. 88–102

DOI: 10.34306/att.v9i1.987
ISSN: 2656-8888, 2655-8807
Published: 2026-10-29
Publisher: Pandawan
Language: en
License: creativecommons.org/licenses/by/4.0

Abstract

This study addresses the rapid growth of live-streaming commerce in Indonesia and its impact on impulse buying behavior within emerging digital economies. Integrating the Stimulus–Organism–Response (S-O-R) framework with Socio-Technical Systems (STS) theory, this research aims to examine how socio technical stimuli streamer factors, platform affordances, and perceived brand value, influence consumers’ emotional (shopping happiness) and cognitive (ongoing trust) states, which subsequently drive impulse buying. A quantitative approach was employed using survey data from 300 consumers who purchased local fashion products via Shopee Live and TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess measurement validity and structural relationships. The results indicate that all hypothesized relationships are statistically significant. Socio-technical stimuli significantly influence both shopping happiness and ongoing trust, which in turn positively affect impulse buying, with shopping happiness emerging as the strongest predictor. This study contributes by offering an integrated socio-technical perspective on consumer behavior in live commerce and provides practical implications for enhancing engagement and trust. It also supports the Sustainable Development Goals (SDGs), particularly SDG 8 and SDG 9, by promoting sustainable digital commerce and empowering local fashion businesses through technology-driven innovation.

Keywords

Collaboration network of the authors

14 authors · 22 co-authorship links · 5 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

Institut Agama Islam Negeri Kendari
Bandung Institute of Technology
Satya Wacana Christian University
Universitas Trisakti
Universitas Halu Oleo
Affiliation unknown

Different organisations
Same organisation
Affiliation unknown
Thicker line = more joint articles · bigger circle = more articles

Show as table

Co-author	Organisation	Joint articles
Togar Mangihut Simatupang	Bandung Institute of Technology	1
Reza Ashari Nasution	Bandung Institute of Technology	1
Dwi Larso	Bandung Institute of Technology	1
Tulus Tambunan	Universitas Trisakti	1
Tandri Patih	Institut Agama Islam Negeri Kendari	1
Ety Nur Inah	Institut Agama Islam Negeri Kendari	1
Dedyerianto Dedyerianto	Institut Agama Islam Negeri Kendari	1
Sarpin Sarpin	Universitas Halu Oleo	1
Syaifuddin Kasim	Affiliation unknown	1
SITI HALIMAH LAREKENG	Affiliation unknown	1
Gusmiaty Gusmiaty	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.

Original metadata (oai_dc)

<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Socio Technical Drivers of Impulse Buying in Live Streaming Fashionpreneurship</dc:title>
	<dc:creator xml:lang="en">Kurnia, Kurnia</dc:creator>
	<dc:creator xml:lang="en">Supratikno, Hendrawan</dc:creator>
	<dc:creator xml:lang="en">Hariandja, Evo Sampetua</dc:creator>
	<dc:subject xml:lang="en">Live Streaming Commerce</dc:subject>
	<dc:subject xml:lang="en">Impulse Buying</dc:subject>
	<dc:subject xml:lang="en">Socio-Technical Systems</dc:subject>
	<dc:subject xml:lang="en">S-O-R Framework</dc:subject>
	<dc:subject xml:lang="en">Indonesia’s Fashion Commerce</dc:subject>
	<dc:description xml:lang="en">This study addresses the rapid growth of live-streaming commerce in Indonesia and its impact on impulse buying behavior within emerging digital economies. Integrating the Stimulus–Organism–Response (S-O-R) framework with Socio-Technical Systems (STS) theory, this research aims to examine how socio technical stimuli streamer factors, platform affordances, and perceived brand value, influence consumers’ emotional (shopping happiness) and cognitive (ongoing trust) states, which subsequently drive impulse buying. A quantitative approach was employed using survey data from 300 consumers who purchased local fashion products via Shopee Live and TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess measurement validity and structural relationships. The results indicate that all hypothesized relationships are statistically significant. Socio-technical stimuli significantly influence both shopping happiness and ongoing trust, which in turn positively affect impulse buying, with shopping happiness emerging as the strongest predictor. This study contributes by offering an integrated socio-technical perspective on consumer behavior in live commerce and provides practical implications for enhancing engagement and trust. It also supports the Sustainable Development Goals (SDGs), particularly SDG 8 and SDG 9, by promoting sustainable digital commerce and empowering local fashion businesses through technology-driven innovation.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-10-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/987</dc:identifier>
	<dc:identifier>10.34306/att.v9i1.987</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 9 No. 1 (2027): March; 88-102</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 9 No 1 (2027): March; 88-102</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v9i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/987/576</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Kurnia, Hendrawan Supratikno, Evo Sampetua Hariandja</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>