The Influence of Parasocial Interaction and Social Presence on Impulse Buying in Hanasui Product Live Streaming Shopping Among Generation Z

Abstract

Purpose: This study seeks to examine the parasocial interaction and social presence on impulse buying behavior in live-streaming shopping activities for Hanasui products, particularly among Generation Z consumers.

Design/methodology/approach: A quantitative approach with a survey method was employed by distributing online questionnaires to 120 Generation Z respondents who had watched and purchased Hanasui products through TikTok live. The analysis of the data was conducted through multiple linear regression with the assistance of SPSS software. The results indicate that parasocial interaction has a positive and significant effect on impulsive buying, whereas social presence does not have a significant effect on impulsive buying). These two variables explain 40,0 percent of the variance in impulsive buying behavior.

Findings: These results suggest that a strong emotional connection between consumers and the host serves as a key psychological factor driving spontaneous purchasing behavior, outweighing the influence of perceived social presence. Therefore, live streaming marketing strategies should place greater emphasis on host ability to establish genuine and authentic emotional connections with their audiences.

Research limitations/implications: Expanded by incorporating mediating variables or mediators to create a more comprehensive understanding of the dynamics of impulsive buying in the ever-evolving era of digital marketing.

Practical implications: The findings of this study have several important implications for business players, particularly local cosmetic brands that rely on live streaming as their primary product marketing channel.

Originality/value: To determine the influence of parasocial interaction and social presence on impulsive buying during live stream shopping for Hanasui products among Generation Z.