The Effect of Social Presence in Live Streaming on Impulsive Buying and Repurchase Intention: The Moderating Role of FOMO

Abstract

This study aims to analyze the influence of social presence in live streaming activities on impulsive buying tendencies and repurchase intentions in consumers. The phenomenon of real-time interaction between sellers, influencers, and audiences in live streaming commerce creates social closeness that has the potential to increase spontaneous purchasing impulses. In addition, this study also examines the role of Fear of Missing Out (FOMO) as a moderating variable that can strengthen this relationship. The research method used a quantitative approach by distributing questionnaires to 157 respondents who had experience shopping through live streaming. Data were analyzed using Structural Equation Modeling (SEM) techniques. The results showed that social presence had a significant positive effect on impulsive buying and repurchase intentions. However, FOMO was not proven to moderate the relationship between impulsive buying and repurchase intentions. These findings emphasize the importance of interaction strategies and creating an atmosphere of closeness in live streaming to encourage purchasing decisions and consumer loyalty.