Modeling consumer vulnerability to drive impulsive buying in social media's video-based live streams

Mudjahidin Mudjahidin; Nadhyra Haninda Putri; Andre Parvian Aristio; Lukman Junaedi; Stefanus Eko Wiratno; Ahmad Baihaqy

doi:10.1016/j.procs.2026.07.046

Modeling consumer vulnerability to drive impulsive buying in social media's video-based live streams

Mudjahidin Mudjahidin^*
, Nadhyra Haninda Putri
, Andre Parvian Aristio
, Lukman Junaedi
, Stefanus Eko Wiratno
, Ahmad Baihaqy

^*Corresponding author for this work

Information Systems Department
Institut Teknologi Sepuluh Nopember
Department of Information System
Narotama University
Management

Research output: Contribution to journal › Conference article › peer-review

Abstract

This study examines factors influencing impulse buying in live streaming commerce in Indonesia, introducing exclusive promotion as a new variable. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), it analyzes data from users of video-based social media platforms. The study proposes a conceptual model to better understand consumer behavior in live shopping contexts and lays the groundwork for future empirical validation.

Original language	English
Pages (from-to)	637-645
Number of pages	9
Journal	Procedia Computer Science
Volume	284
DOIs	https://doi.org/10.1016/j.procs.2026.07.046
Publication status	Published - 2026
Event	8th Information Systems International Conference, ISICO 2025 - Hybrid, Bali, Indonesia Duration: 4 Aug 2025 → 6 Aug 2025

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Consumer Behavior
Exclusive Promotion
Impulse Buying
Live Streaming Commerce
PLS-SEM

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10.1016/j.procs.2026.07.046

Cite this

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title = "Modeling consumer vulnerability to drive impulsive buying in social media's video-based live streams",

abstract = "This study examines factors influencing impulse buying in live streaming commerce in Indonesia, introducing exclusive promotion as a new variable. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), it analyzes data from users of video-based social media platforms. The study proposes a conceptual model to better understand consumer behavior in live shopping contexts and lays the groundwork for future empirical validation.",

keywords = "Consumer Behavior, Exclusive Promotion, Impulse Buying, Live Streaming Commerce, PLS-SEM",

author = "Mudjahidin Mudjahidin and Putri, \{Nadhyra Haninda\} and Aristio, \{Andre Parvian\} and Lukman Junaedi and Wiratno, \{Stefanus Eko\} and Ahmad Baihaqy",

note = "Publisher Copyright: {\textcopyright} 2026 The Author(s).; 8th Information Systems International Conference, ISICO 2025 ; Conference date: 04-08-2025 Through 06-08-2025",

year = "2026",

doi = "10.1016/j.procs.2026.07.046",

language = "English",

volume = "284",

pages = "637--645",

journal = "Procedia Computer Science",

issn = "1877-0509",

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T1 - Modeling consumer vulnerability to drive impulsive buying in social media's video-based live streams

AU - Mudjahidin, Mudjahidin

AU - Putri, Nadhyra Haninda

AU - Aristio, Andre Parvian

AU - Junaedi, Lukman

AU - Wiratno, Stefanus Eko

AU - Baihaqy, Ahmad

PY - 2026

Y1 - 2026

N2 - This study examines factors influencing impulse buying in live streaming commerce in Indonesia, introducing exclusive promotion as a new variable. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), it analyzes data from users of video-based social media platforms. The study proposes a conceptual model to better understand consumer behavior in live shopping contexts and lays the groundwork for future empirical validation.

AB - This study examines factors influencing impulse buying in live streaming commerce in Indonesia, introducing exclusive promotion as a new variable. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), it analyzes data from users of video-based social media platforms. The study proposes a conceptual model to better understand consumer behavior in live shopping contexts and lays the groundwork for future empirical validation.

KW - Consumer Behavior

KW - Exclusive Promotion

KW - Impulse Buying

KW - Live Streaming Commerce

KW - PLS-SEM

UR - https://www.scopus.com/pages/publications/105045841206

U2 - 10.1016/j.procs.2026.07.046

DO - 10.1016/j.procs.2026.07.046

M3 - Conference article

AN - SCOPUS:105045841206

SN - 1877-0509

VL - 284

SP - 637

EP - 645

JO - Procedia Computer Science

JF - Procedia Computer Science

T2 - 8th Information Systems International Conference, ISICO 2025

Y2 - 4 August 2025 through 6 August 2025

ER -

Modeling consumer vulnerability to drive impulsive buying in social media's video-based live streams

Abstract

UN SDGs

Keywords

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