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Elistia, Elistia
Universitas Esa Unggul
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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Factors Influencing Impulsive Purchase Behavior in Livestreaming E-Commerce Mokodaser, Livia Prisillia; Elistia, Elistia
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.5830

Abstract

The continued growth of e-commerce live streaming is essential for e-commerce marketers in understanding the factors that influence the impulse buying behavior of live streaming shopping. This study analyzes the effect of perceived e-commerce anchor attributes, perceived scarcity, and immersion on consumer trust and impulsive purchase behavior in e-commerce live streaming. This research was conducted in Jakarta using a descriptive causality research design with a quantitative method approach and a purposive sampling technique. Data was collected from 352 respondents who had used the e-commerce live-streaming application in Jakarta. The conceptual model was analyzed using Structural Equation Modeling. The results of this study indicate that perceived e-commerce anchor attributes, perceived scarcity, and immersion can increase consumer trust and impulsive purchase behavior, consumer trust can increase impulsive purchase behavior. Furthermore, a personal sense of power has moderation which can improve the relationship between consumer trust and impulsive purchase behavior. The contribution of this research can provide insights to businesses in the e-commerce live-streaming industry to direct consumer buying behavior more effectively, increase impulse buying participation, and achieve sustainable success.
Co-Authors - Sumardianto Afif, Ahmad Sururi Ajeng Sekar Pratiwi Amalia, Lia Andini, Elsa Mariska Annisa Azzahra Aprillia, Fenny Aprillia, Sherly Astuty, Widya Ayu Larasati Chrisafi, Astrid Danes Jaya Negara Edastami, Mayang Sari Emerellia Septiani, Resty Fachmi Tamzil Fatimah, Umi Fenny Aprillia Fransiska Deodora Gilang Pratama Harahap, Arman Hery Widijanto Hikmawati, Elok Intan Dwi Asmarani Jovita Nathania Khairul Anwar LIA AMALIA Lia Amalia Lorenza, Gita Lutfiah, Azizatul Mahadewi, Erlina Puspitaloka Maharani, Novera K. Meria, Lista Mitsalina Tantri Mokodaser, Livia Prisillia Muda, Cut Alia Keumala Muniroh, Muniroh Nadia Agustini Nur Safitri Nurlinda, R.A. Nurmawaty, Dwi Primasatria Edastama, Primasatria Purwana E.S., Dedi Putra Maulana Putra Maulana Putri Ilma Nurannida Putri Ronitawati Rd. Tuty Sariwulan Resty Emerellia Septiani Ria Atmaja, Dodi Ridhuan, Syamsu Rizan, Muhammad Rohmatin, Sartika Dwi Rojuaniah Rojuaniah Romadhon Romadhon Salomon, Sam Septia Rosdyaningrum Setiati, Ritta Sholekhatun Nisa Siti Badriyah Siti Mariam Sri Rosmalina Soejono Sudarmika, Dina Syahzuni, Barlia Annis Tantri Yanuar Rahmat Syah Tia Pratiwi TRESIA KRISTIANA Tria Saras Pertiwi Usep Suhud Viatiningsih, Wiwik Vitria Melani, Vitria Yustianto, Dylan Ahya