From Stream to Purchase: Exploring Parasocial Interaction and Social Presence as Mediators of Impulsive Purchase in TikTok Live Commerce
Description
This dataset contains primary survey data investigating the drivers of impulsive purchase behavior in TikTok Live Commerce in Indonesia. Data were collected from 415 respondents using a structured questionnaire with a five-point Likert scale (1 = strongly disagree to 5 = strongly agree). The variables include Social Attraction, FOMO, Narrative Involvement, Telepresence, Parasocial Interaction, Social Presence, and Impulsive Purchase. All data have been anonymized and are provided to support transparency, replicability, and further quantitative analysis in the field of digital consumer behavior.
Files
Steps to reproduce
Data Import: Load the provided PDF/dataset into statistical software such as SmartPLS 4.0 or SPSS. Measurement Model: Conduct internal consistency (Cronbach's alpha, CR) and validity tests (AVE, Fornell-Larcker). Structural Analysis: Perform a bootstrapping procedure with 5000 resamples to examine the path coefficients and mediation effects of PSI and Social Presence. Hypothesis Testing: Analyze the results to validate relationships between Social Attraction, FOMO, Narrative Involvement, Telepresence, and Impulsive Purchase.