What Makes Gen-Z Buy Without Thinking? The Impact of Arousal and Pleasure in TikTok Shop Live Streaming

Abstract

This study aims to analyze the influence of environmental stimuli in TikTok Shop Live Streaming on online impulsive buying behavior among Generation Z consumers, with arousal and pleasure as mediating emotional responses. The environmental stimuli examined include time pressure, quantity pressure, economic benefit, social influence, visual, and sound. Data were collected through an online questionnaire distributed to Generation Z users who have experience shopping via TikTok shop live streaming. A total of 300 valid responses were analyzed using SPSS for descriptive analysis and AMOS for Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results indicate that time pressure, quantity pressure, economic benefit, social influence, and sound have a positive effect on arousal, while visual does not significantly affect arousal. Economic benefit, social influence, and visual have a positive effect on pleasure, whereas time pressure, quantity pressure, and sound do not significantly affect pleasure. Furthermore, arousal has a positive effect on online impulsive buying. These findings confirm the role of emotional responses in mediating the relationship between live streaming stimuli and impulsive buying behavior. The study provides insight for live streaming commerce platforms to design strategies that enhance emotional engagement while maintaining consumer comfort