Research Article
The Fast Fashion Phenomenon in Indonesia: Do FOMO and Interactivity in Shopee Live Commerce Trigger the Trend of Impulsive Buying Among Generation Z?
@INPROCEEDINGS{10.4108/eai.30-7-2025.2360643, author={Sabrina Silmi Zanuba and Afwan Hariri Agus Prohimi and Dediek Tri Kurniawan}, title={The Fast Fashion Phenomenon in Indonesia: Do FOMO and Interactivity in Shopee Live Commerce Trigger the Trend of Impulsive Buying Among Generation Z?}, proceedings={Proceedings of the 5th Business Innovation Sustainability and Technology International Conference, BISTIC 2025, 30th July 2025, Malang, Indonesia}, publisher={EAI}, proceedings_a={BISTIC}, year={2025}, month={12}, keywords={interactivity fomo flow experience impulsive buying sor shopee live commerce}, doi={10.4108/eai.30-7-2025.2360643} }- Sabrina Silmi Zanuba
Afwan Hariri Agus Prohimi
Dediek Tri Kurniawan
Year: 2025
The Fast Fashion Phenomenon in Indonesia: Do FOMO and Interactivity in Shopee Live Commerce Trigger the Trend of Impulsive Buying Among Generation Z?
BISTIC
EAI
DOI: 10.4108/eai.30-7-2025.2360643
Abstract
This study aims to analyze the influence of interactivity and Fear of Missing Out (FOMO) on impulsive buying in Shopee live commerce for CRSL fashion products, with flow experience as a mediating variable and SOR as the grand theory. Using a quantitative approach and Partial Least Squares-Structural Equation Modeling (PLS-SEM) method, data were collected from 363 respondents who had made impulsive purchases during Shopee live streaming sessions. The results show that interactivity does directly affect impulsive buying, but significantly influences it through flow experience. Furthermore, FOMO directly affects impulsive buying, with flow experience strengthening this relationship. These findings confirm that marketing strategies based on interactivity and urgency effectively drive impulsive buying in Shopee live commerce.
