Impulsive Buying Behavior in E-Commerce Live Streaming Based on the Stimulus Organism Response (SOR) Framework in Women's Clothing Products (Study on Live Streaming Shopee)
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 03
Abstract
The development of the digital era has had a big impact on the way of shopping, especially shopping online. Indonesia is a potential market for the development of e-commerce, especially online shopping. Currently, many consumers are taking advantage of the live streaming feature on e-commerce platforms to shop online. It is effective and easy to use, many people use live streaming for entertainment, communication or even promoting products and services. Currently, many marketers use live streaming on various media platforms to sell and promote their products. Supported by advances in information technology, it allows online sellers to showcase their products via live streaming. Live streaming is a form of online interactive multimedia entertainment that is rapidly gaining popularity throughout. It is effective and easy to use, many people use live streaming for entertainment, communication or even promoting products and services. This research adopts the concept of "Social Presence of Broadcaster" to identify its influence on the experience of arousal and pleasure in viewers. In addition, the concept of "Social Presence of Live Streaming" is used to evaluate its impact on the experience of arousal and pleasure in the context of live streaming. Furthermore, researchers consider that the experience of arousal (passion) and pleasure generated through these concepts can influence the urge to buy impulsively. Therefore, this study aims to investigate the relationship between these variables and eventual impulse buying behavior. The sample in this study used 230 respondents from consumer users who had impulsively purchased women's clothing products via Shopee live streaming. The research method will be carried out by testing the Structural Equation Model (SEM) with the help of the LISREL application. The results of this research are that the social presence of broadcasters, the social presence of viewers, and the social presence of live streaming have an influence on arousal and enjoyment. Also, Passion and Fun are the factors that most influence impulse purchases on Shopee live streaming.
Authors and Affiliations
Suci Fitria , Mahrinasari , Yuniarti Fihartini,
Keywords
Related Articles
- EP ID EP733217
- DOI 10.47191/jefms/v7-i3-32
- Views 43
- Downloads 0
Democracy, Corruption and Income: Evidence from Sub-Saharan Africa
The objective of this paper is to investigate the effect that democracy and corruption have on income in sub-Saharan Africa. The results show that whether or not democracy has income effects depends on a particular indic...
Influential Factors Affecting Customer Loyalty among BTPN Jenius Mobile Banking User’s Factors
Study This aim For now influence Trust Customer, Perception Convenience Use and Perception Security to Loyalty Customers of BTPN Jenius mobile banking users. Research design carried out that is study quantitative with me...
Information Technology and Entrepreneurship Success in Bayelsa State, Nigeria: Small and Medium Enterprises (SMEs) Perspective
The paper examined relationship between information technology and entrepreneurship success in Bayelsa State. Specifically, the study is to examine the relationship between information technology and SMEs success in Baye...
Analysis of Key Performance Indicators during and Post the Covid-19 Pandemic (Case Msmes in Indonesia)
This study aims to identify the Key Performance Indicators (KPI) of each of the internal and external environmental factors used to measure the performance of Micro, Small, and Medium Enterprises (MSMEs) during and after...
Measures to Increase the Financial Markets of Uzbekistan's Competitiveness in the Framework of Financial Globalization
One of the main features of the modern globalization of the world economy is manifested in the increase in the opportunities for effective use of human intellectual abilities in the free movement of capital, goods and se...