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Selfiana Goetha
Universitas Katolik Widya Mandira
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Journal : Jurnal Ilmiah Manajemen dan Bisnis

 1 
Scarcity and Live Commerce Effects on Impulse Buying: Competitive Arousal in Kupang E-Commerce Goetha, Selfiana; Niha, Simon Sia; Fallo, Apryanus
Jurnal Ilmiah Manajemen & Bisnis Vol 9 No 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v9i1.5547

Abstract

The objective of this study is to investigate the impact of scarcity messages, live commerce, and competitive arousal on impulse buying behavior. Unlike previous research that focused on consumer attitudes in traditional retail environments, this study explores the role of e-commerce applications in shaping consumer spending patterns under conditions of limited product availability and time constraints. Furthermore, it examines consumer interactions with sellers during live commerce sessions. This research employs a quantitative methodology, specifically utilizing hypothesis testing. The target population comprises residents of Kupang City who have engaged in purchases through e-commerce applications that feature live commerce sessions with restrictions on product availability and time (commonly referred to as flash sales). The sample size for this study consists of 450 respondents, selected through purposive sampling techniques. Data collection methods include both primary and secondary sources. Primary data is gathered through the distribution of questionnaires via Google Forms, while secondary data is obtained through literature reviews of relevant books and research studies. Additionally, observational data is collected from e-commerce platforms that conduct sales events. The data analysis is conducted using quantitative techniques, specifically employing the SEM-PLS analysis tool. The findings indicate that both scarcity messages and live commerce significantly influence impulse buying through competitive arousal; however, the effect of each variable is relatively modest. These results offer valuable insights for e-commerce messages and live streaming sessions on consumer impulsive behavior, businesses can develop more effective marketing strategies, such as leveraging flash sales or highlighting limitations in product availability and time.
Co-Authors Adiutrix Maria Irayanti Seran Adrianus Ketmoen Agnes Susanti Indrawati Alfonsus Rodriques Suninono Alfry Aristo Jansen Sinlae Anggraeny Paridy Antonius Y. W Timuneno Antonius Yohanes William Timuneno Apryanus Fallo Apryanus Fallo Apryanus Fallo Azriel R. Kurniasandy Baso, Susana Purnamasari Bau Mau, Ignatia Thomasita Beatrix Yunarti Manehat Bribin Burin, Stefanie Noviega Burin, Stefanie N.B. Burin, Stefanie Noviega Birbin Burin, Stefanie Noviega Bribin David Manafe Dayuli Nuri Djuang, Gaudensius Engelbertus G. C. Watu Engelbertus G. Ch. Watu Firmansyah, Mariano Fitrah Aminah Eka Putri Legimin Fransiskus Armando Bone Gaudensius Djuang Hedwigh Hendrikus Temai Lejap Henny Angri Manafe Ignatia Thomasita Bau Mau Imelda Nulle Irayanti Seran, Adiutrix Maria Kewuan, Bibiana Barek Kristina Berliana Hun Kristina Wada Betu Leopold Melkiano Triangga Dawu Magdalena, Christiana Malut, Maria Goreti Maria Augustin Lopes Amaral Maria Magdalena Ina Bewa Maria Odriana Veronica Mooi Maria Odriana Veronika Moy Maria Velangkani Ndun Maria Yulita Hoar Mariano Firmansyah Maru, Ignasia Natasya Taju Matheus M. Dwinanto Mau, Ignatia Thomasita Bau Miranda, Florensia Maria Mogi, Vinsensia O. Moi, Maria Odriana Veronika Mona, Handly Bernadus Biku Muhammad Agus Muljanto Neno, Marianus S Neno, Marianus Saldena Panie, Alexsandro Arsol Panie, Tirvan Markus Paskalis Andrianus Nani Rere Paulina Bibiana Rosadalima Tisu Saldanha Neno, Marianus Saru, Joaquina Felicia Seran, Paskalis Simon Sia Niha Solly Aryza Solvi Mariana Makandolu Stanis Man Stefanie Noviega Bribin Burin Sundari, Woro Suninono, Alfonsus Rodrigues Timuneno, Antonius Yohanes William Verdy A. Koehuan Watu, Engelbertus Gloria Christy Wilhelmus F. N. Runesi Wutun, Maria B.M.G. Wuwur, Robiyson Wilhelmus Yolinda Yanti Sonbay Yoseph Rangga Dhae Yustina Alfira Nay Zevania Rovianti Nggorong