How Do Celebrity Characteristics as Streamers in Live-Streaming Commerce Influence Impulsive Buying? A Case Study of Shopee Live

Abstract

Celebrities as live streamers generate dozens of times more revenue than noncelebrity live streamers. This is an opportunity for companies or other live streamers to adopt the characteristics of celebrities to increase sales and profits. This research discusses live streaming in the Shopee application, Indonesia’s top e-commerce application with the highest number of users. Therefore, this research focuses on exploring the perspectives of Shopee users regarding the influence of celebrity characteristics as live streamers and supporting technological features. Data was collected using a deductive qualitative method through interviews with users who have shopped on Shopee Live, broadcast by celebrities at least once in Indonesia. This study adopts the stimulus–organism–response theory (SOR), social presence theory (SPT), and theory of reasoned action (TRA) to explain the interplay of influencing factors on impulsive buying. Data analysis was performed through thematic analysis involving open, axial, and selective coding. The research concludes that celebrity characteristics such as credibility, interactivity, attractiveness, professionalism, reputation, and social presence positively impact individuals’ impulse buying behavior. This study confirms previous research findings and provides an extended SOR, SPT, and TRA model. The results of this research can also serve as recommendations for companies to find suitable celebrities for promotional strategies and noncelebrity live streamers to enhance their sales performance.