Interactivity and convenience in live commerce: The mediating role of positive affect in Generation Z impulse buying
DOI:
https://doi.org/10.30871/jaba.13300Keywords:
Interactivity, Convenience, Positive Affect, Impulse Buying, Live Commerce, TikTok LiveAbstract
This study aims to analyze the influence of interactivity and convenience of TikTok Live on impulse buying of clothing products, with positive affect as a mediating variable among Generation Z in Pekanbaru City. This research uses a quantitative approach with a survey method. The study population consists of Generation Z in Pekanbaru City who have purchased clothing products through TikTok Live, with a sample size of 200 respondents selected using a purposive sampling technique. Data were collected through online questionnaires and analyzed using the PLS-SEM method. The results show that interactivity and convenience have a positive and significant effect on positive affect. In addition, interactivity and convenience also have a positive and significant effect on impulse buying. Positive affect was also found to have a positive and significant effect on impulse buying. Furthermore, the results of the analysis prove that positive affect acts as a mediating variable that strengthens the influence of both interactivity and convenience on impulse buying.
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Copyright (c) 2026 Habibah Yasmin Pramesti, Abd. Rasyid Syamsuri, Sharnuke Asrilsyak
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