From stream to purchase: exploring parasocial interaction and social presence as mediators of impulsive purchase in TikTok live commerce

Abstract

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.