This study investigates the influence of TikTok Shop’s live stream shopping on Generation Z consumers’ impulse buying behavior, integrating the Stimulus- Organism-Response (S-O-R) and Uses and Gratifications (U&G) theories. Using an empirical approach, this study examines three dimensions—entertainment value, informativeness value, and parasocial interaction—and their impacts on trust and attitudes toward live streams. Additionally, this study explores the direct and indirect effects of perceived product scarcity on impulse buying. Findings reveal that entertainment value and parasocial interaction positively shape trust and attitudes, which in turn drive impulse buying. However, informativeness value has no significant effect on trust or attitudes. Perceived product scarcity directly influences impulse buying without mediating effects through trust or attitudes. This research highlights the critical role of entertainment and parasocial engagement in fostering trust and positive attitudes, while scarcity remains a strong direct driver of unplanned purchases. The study contributes to the growing literature on e-commerce, offering practical insights for optimizing live stream content to enhance consumer engagement and sales.