The Role of Parasocial Interaction and Fear of Missing Out (FOMO) in Mediating the Influence of Streamer Attractiveness on Impulse Buying in Live Streaming (A Study on the Roughneck 1991 Brand on Shopee)

Sutrisno Wibowo; Revanza Mohamad Firdaus

doi:10.55927/ahznh469

Authors

Sutrisno Wibowo Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogyakarta Author
Revanza Mohamad Firdaus Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogyakarta Author

DOI:

https://doi.org/10.55927/ahznh469

Keywords:

Streamer Attractiveness; Parasocial Interaction; Fear of Missing Out (FOMO); Impulse Buying; Live Streaming; E-commerce

Abstract

This study aims to analyze the role of parasocial interaction and fear of missing out (FOMO) in mediating the influence of streamer attractiveness on impulse buying during live streaming of the Roughneck 1991 brand on Shopee. This study uses a quantitative approach with purposive sampling method involving 216 respondents residing in the Special Region of Yogyakarta who have purchased Roughneck 1991 products through live streaming on Shopee. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS 4.0. The results of the study show that streamer attractiveness has a positive and significant effect on parasocial interaction and FOMO. However, streamer attractiveness has a significant negative effect on impulse buying directly. Parasocial interaction is proven to have a positive and significant effect on FOMO and impulse buying. FOMO also has a positive and significant effect on impulse buying. Important findings indicate that parasocial interaction significantly mediates the effect of streamer attractiveness on impulse buying, whereas FOMO is not significant as a single mediating variable in this relationship

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