Investigating Impulse Buying Behavior in Live Streaming Shopping with SOR Model Perspective
Keywords:
Buying Behavior, Live Streaming, Online Purchasing Behavior, Interactivity Experience, SOR Model
AbstractThis research aims to investigate impulse buying behavior in live-streaming shopping with SOR Model Perspective. This research is conducted using a quantitative approach and statistical tests. The research method uses the Structural Equation Model (SEM). The statistical tool is using SmartPLS. The sampling technique uses non-probability with a purposive sampling approach based on certain criteria, Indonesian people who have watched and bought products online via live streaming. To collect samples from an infinite population, the sample size was determined to be 96 respondents. The study results reveal that online purchasing behavior on live-streaming platforms is stimulated by interactivity factors. Interactive experiences can increase the desire to immediately own the product or service. Hedonic and utilitarian can mediate impulse buying in live-streaming shopping. Viewers are captivated by products or services that provide aesthetic satisfaction (hedonic) or functional solutions (utilitarian) and impulsively buy because of the visual or emotional impact of live-streaming Downloads
Download data is not yet available.
ReferencesCNN Indonesia. (2023). Makin Sengit, Shopee Masih Unggul dari Pesaing Live Shopping Lainnya. Retrieved from https://www.cnnindonesia.com Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2022). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2021-0903 Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research, 12(3). https://doi.org/10.24052/JBRMR/V12IS03/ART-12 Wu, L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099 Liu, Y., Li, H., & Hu, F (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support System, 55(3), 829-837. https://doi.org/10.1016/j.dss.2013.04.001 Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2). https://doi.org/10.1177/21582440231172678 Armawan, I., & Sudarmiatin, A. H. (2022). The Application SOR Theory In Social Media Marketing And Brand Of Purchase Intention In Indonesia: Systematic Literature Review. Journal of Positive School Psychology, 6(10), 2656-2670. Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249. https://doi.org/10.3389/fpsyg.2022.951249 Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: a systematic literature review. IEEE Access, 8, 89041-89058. https://doi.org/10.1109/ACCESS.2020.2993671 Liu, F., Lim, E. T., Li, H., Tan, C. W., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. Information & Management, 57(3), 103199. https://doi.org/10.1016/j.im.2019.103199 Ozturk, A. B., Pizam, A., Hacikara, A., An, Q., Chaulagain, S., Balderas-Cejudo, A., ... & State, O. (2023). Hotel customers’ behavioral intentions toward service robots: the role of utilitarian and hedonic values. Journal of Hospitality and Tourism Technology. https://doi.org/10.1108/JHTT-07-2022-0223 Calvo-Porral, C., & Otero-Prada, L. M. (2021). The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services. International Journal of Quality and Service Sciences, 13(3), 471-488. https://doi.org/10.1108/IJQSS-02-2020-0019 Çerçi, M., & Seyfi, M. (2021). Hedonic and utilitarian consumption in COVID-19 process. Erciyes İletişim Dergisi, 8(1), 23-36. https://doi.org/10.17680/erciyesiletisim.806374 Rana, S., Bag, S., Ghosal, I., & Prasad, B. (2023). How Do Influencers Moderate Purchase Motives? An Application of SOR Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management, 1-30. https://doi.org/10.1080/10496491.2023.2279771 Le, T. Q., Wu, W. Y., Liao, Y. K., & Phung, T. T. T. (2022). The extended SOR model investigating consumer impulse buying behavior in online shopping: a meta-analysis. Journal of Distribution Science, 20(2), 1-9. https://doi.org/10.13052/jicts2245-800X.1131 Hussain, A., Hooi Ting, D., Zaib Abbasi, A., & Rehman, U. (2023). Integrating the SOR model to examine purchase intention based on Instagram sponsored advertising. Journal of Promotion Management, 29(1), 77-105. https://doi.org/10.1080/10496491.2022.2108185 Levy, P. S., & Lemeshow, S. (2013). Sampling of populations: methods and applications. John Wiley & Sons. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336. Xu, X., Wu, J. H., Chang, Y. T., & Li, Q. (2019). The investigation of hedonic consumption, impulsive consumption and social sharing in e-commerce live-streaming videos. PACIS 2019 Proceedings, 43. Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018, June). Utilitarian and hedonic motivations for live streaming shopping. In Proceedings of the 2018 ACM international conference on interactive experiences for TV and online video (pp. 81-88). https://doi.org/10.1145/3210825.3210837 Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151-160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010 |
Published
2023-12-31
Section
Articles
How to Cite
Widyastuti, P. (2023). Investigating Impulse Buying Behavior in Live Streaming Shopping with SOR Model Perspective. Jurnal Informatika Ekonomi Bisnis, 5(4), 1166-1171. https://doi.org/10.37034/infeb.v5i4.732
This work is licensed under a Creative Commons Attribution 4.0 International License. |