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All Journal Management and Economics Journal (MEC-J) International Journal of Social and Management Studies (IJOSMAS)
Etrata, Antonio
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Influencing Factors of Online Impulsive Buying Behavior to Gamers in Purchasing Gaming Peripherals Fajardo, Michael Dominic; Evangelista, Andrei Joshua; Lambengco, Joey Andrea; Vallesteros, Kayla Marie; Etrata, Antonio
MEC-J (Management and Economics Journal) Vol 8, No 1 (2024)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v8i1.19242

Abstract

The factors that drive gamers' impulsive online behavior in buying gaming peripherals remain poorly understood, despite the Philippines' growing gaming population. This research primarily aims to identify how factors such as self-gratification, novelty, visual attraction, cost saving, reference groups, online shopping convenience, and diversified product selection influence gamers impulsive buying in purchasing gaming peripherals. Descriptive-correlational research design was utilized to analyze the data from 385 respondents. Additionally, descriptive statistics and Multiple Regression Analysis were used to analyze the gathered data and test the relationship of the independent and dependent variable. This study has discovered that 4 of the 7 characteristics significantly affect gamers' impulsive purchasing habits when it comes to gaming peripherals.The results of this study will be useful specifically to gaming peripheral online stores, marketing managers, and product developers to investigate other factors that influence gamers' impulsive buying
Influence of TikTok Video Advertisements on Generation Z’s Behavior and Purchase Intention Araujo, Clarisse Jane; Perater, Kaye Anne; Quicho, Alyanna Marie; Etrata, Antonio
International Journal of Social and Management Studies Vol. 3 No. 2 (2022): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (516.548 KB) | DOI: 10.5555/ijosmas.v3i2.123

Abstract

TikTok, a widely utilized social media platform owned by ByteDance, has become more incorporated into several marketing strategies because of its fast-growing market and engagement reach. With Generation Z users dominating the platform, content creation for short-form videos mainly aims to get their attention and awareness. This study identified what influences the behavior and perception of users when exposed to emotional, entertaining, and informative TikTok advertisements and examined how these affect the associations they form with the videos in regards to their purchase intention. The researchers sought to gather the data needed with an online survey questionnaire wherein a purposive sampling method was used to determine 386 male and female TikTok users, aged 18-24 years old, residing in Metro Manila, Philippines. The data analysis was done in a quantitative manner with a descriptive-correlational design and statistical tool, Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings have shown that emotional, entertaining, and informative dimensions of TikTok video advertisements positively affect consumer behavior. However, only the emotional dimension positively affects purchase intention out of the three dimensions. Further, this study discovered that Generation Z’s consumer behavior significantly impacts their purchase intention. Data from this research can aid students, professors, marketers, and advertising agencies understand the customers' behavior towards TikTok and learn how they can use it as leverage for further improvement of strategies in addressing the customers' needs.
Co-Authors Araujo, Clarisse Jane Evangelista, Andrei Joshua Fajardo, Michael Dominic Lambengco, Joey Andrea Perater, Kaye Anne Quicho, Alyanna Marie Vallesteros, Kayla Marie