The joy of live-streaming shopping that customers regret: the effect of social presence on rumination

Purpose This study aims to enhance the understanding of the online shopping landscape in the context of live-streaming shopping by incorporating the regret theory to complement the stimulus-organism-response (SOR) theory, offering a new perspective on live-streaming shopping. By integrating regret theory into the SOR framework, this study can examine the sequential consequences that follow a response that may hinder individuals from repeating their behavior in the future. The study seeks to verify (1) the SOR theory in explaining the effect of social presence dimensionality on impulsive buying behavior and (2) the regret theory in clarifying the aftermath of impulsive buying behavior. Design/methodology/approach This study used purposive sampling to select Indonesian customers who had impulsively purchased fashion products via live-streaming shopping within the last three months. An online survey gathered 258 valid responses, which were analyzed using partial least squares structural equation modeling. Findings The results revealed that only specific dimensions of social presence affect customer trust and flow state. Sequentially, these internal states direct impulsive buying behavior. Furthermore, this research verifies the dynamics between impulsive buying behavior, purchase regret and rumination. Research limitations/implications This study validates the SOR theory to explain the relationship between external cues, internal states and responses in a live-streaming shopping context. It also confirms the capability of the regret theory to elaborate on the consequences of responses in the SOR model. However, this study focused on purchasing fashion products through live-streaming shopping, primarily targeting Gen Z consumers, which might not fully capture the social presence of Indonesian customers' post-purchase emotions. Practical implications This research suggests that businesses can enhance customer trust and reduce negative post-purchase emotions by integrating social presence elements with trustworthy claims in live-streaming shopping. Practically, this means that it is essential to train streamers to interact authentically, cultivate charisma and responsiveness, create immersive livestream settings that mirror physical stores, use virtual backgrounds, add background music and ensure transparent communication. Businesses should also implement systems to monitor and verify viewer testimonials, preventing manipulation and thereby enhancing credibility and trust. These efforts can increase sales, reduce product returns and build stronger customer loyalty. Originality/value There are two streams of studies on impulsive buying behavior: those that focus on its antecedents and those that examine its psychological consequences. Although merging these streams increases the model's complexity, it may provide a complete picture of impulsive buying behavior. This study is among a few that integrate the antecedents of impulsive buying behavior in live-streaming commerce and its potential consequences within Indonesia's unique cultural context.