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Journal : Jurnal Paradigma Ekonomika

Pengaruh Live Streaming Characteristics Dan Product Type Terhadap Impulsive Buying Melalui Trust Dan Flow Experience Dalam Live Streaming Commerce Pada Platform Tiktok Di Indonesia Sunanto
Jurnal Paradigma Ekonomika Vol. 19 No. 4 (2024): Jurnal Paradigma Ekonomika
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

Live Streaming Commerce (LSC) has transformed consumer shopping behavior by integrating real-time interactivity in digital. This study uses the Stimulus-Organism-Response (S-O-R) framework to analyze how product types (utilitarian and hedonic) and LSC characteristics (social presence, personalization, and entertainment) influence impulsive buying through trust (cognitive trust and emotional trust) and flow experience, which includes enjoyment and concentration. Quantitative data were collected from 375 Gen Z and Millennial respondents who are active TikTok users in Indonesia as an LSC platform. Structural Equation Modeling (SEM) analysis reveals that utilitarian products positively influence cognitive trust but negatively influence emotional trust. In contrast, hedonic products positively influence both. Social presence and entertainment characteristics have a positive impact on enjoyment and concentration, while personalization is not significant for enjoyment and negatively affects concentration. Emotional trust and enjoyment positively influence impulsive buying, while cognitive trust and concentration have no significant impact. These findings contribute theoretically to consumer behavior literature and offer practical implications for marketers in designing more effective strategies on the LSC platform.
Co-Authors Achmad Kusyairi Adellia Suhermanto Afib Rulyansah Afifuddin, Moch. Anang Agus Wahyudi Ahmad Fadhli Busthomi Ahmad Fathoni Aziz Ahmad Heru Romadhon Ainul Yaqin Salam Ainur Rohmah Akhwani Al Putri Oktavia Al-Amin Alfi Wahyuningati Almaniar, Siska Alwin Widhiyanto Amy Shientiarizki Anggi Meryani Indiyanti Anlianna Annahdliya Aulia Zahwa Arief Rahman Arif Puji Darmawan Ariska Praptiningtiyas Azwar Bramel Ariazizah, Monica Budhy Darmawan , Dwikie Budiman, Surya Christin Natalia P.N Chusnul Khotimah Cindy Fiola Cesarria Dewi Widiana Rahayu Dewi Widiyana Rahayu DIDIK PURWANTO Eka Rizki Meiwinda Endang Verawati Erna Handayani Esya Alhadi Fadil Hasan Fadlillah, Nuzul Imam Fatmawati, Adela Febriyani, Rafika Fery Hendy Hermawan Fifi Khoirul Fitriyah Firdaus, Anisa Haidi, Ahmad Hatif Handayani, Erna hanifah, iis Hasibuan, Rahmawaty Hidayah Apriani Huda, Muchamad Samsul I Putu Diatmika Imam Sugeng Santoso Indah Fitriyani Isrotin, Ayu Januar Al Amin Kaharani, Chanesya Farah Kasmad Kurniasih, Virginia Wulan Kusuma, Rendra Sakbana Leni Sabrina Lestari Wulandari, Putri Lucyana Machmudah Mariati, Pance Mariskha Z Maryanne Pattynama Mohamad Salik Mualfah, Desti Muhammad Thamrin Hidayat Nafiah Nanang Rokhman Saleh Nanda Alifia Navi Mayyoulanda NUR FAUZIAH Nur Hamim Nur Rahmat, Nafolion Pance Mariati Pangripto Pramudantoro, Triaji Prihatin, Ananda Rahayu Sri Utami Rahmad Firdaus Rahmawaty Hasibuan RATNA ZULVITA, DEBBY Rivaldi, Hardi Rizka Yunita Romlah Nur Asih Ropiana, Ananda Rosita Rudi Umar Susanto Saifudin Sakbana Kusuma, Rendra Sasmita, Febriarsita Eka Septin Purwanti Shally Rizkiyanti Sholihah, Maidatus Siti Muzdalifah Sri Hartatik Sri Murda Niati SURYANTI Syamsul Ghufron Syerina Raihatul Jannah Tika Handayani Tutik Ekasari Umu Istiharoh Wahyu Nur Chalamsah Setiawan Waliah Nur Rahayu Wasiaturrohmah, Annisa Willy Wijayanti Wiryanto Wulan Yogi Nurfauzi Zaviti, Erlinda De Lou