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All Journal Journal of Business Management Education (JBME)
Violin Tri Wulandari
Binus Business School
Economics, Econometrics & Finance Education

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Impulse Buying Behaviors in Live Streaming Shopping Using the Stimulus-Organism-Response Framework Violin Tri Wulandari; Varell Alkhafi; Faranita Mustikasari
Journal of Business Management Education (JBME) Vol 8, No 2 (2023)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v8i2.62965

Abstract

Live streaming shopping, characterized by its attributes of authenticity, visualization, and interactivity, plays a pivotal role in e-commerce (Hu Chaudhry, 2020). This emerging retail phenomenon empowers consumers with direct access to information and fosters heightened engagement with the promoted products, as underscored by Todd and Melancon (2018). This study investigates the impact of various stimuli, encompassing internal factors (individual characteristics, situational stimuli, social media influences) and external factors (marketing stimuli) as independent variables. It further explores the mediating role of hedonic motivation and its influence on impulsive buying, serving as the dependent variable. This study uses a quantitative approach to target TikTok users in the Indonesian population. Sample selection employs purposive sampling, while data analysis utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS) and SMART PLS software. The findings reveal a positive correlation between individual characteristics, situational, social media, and marketing stimuli with hedonic motivation. Moreover, hedonic motivation is positively associated with impulsive buying behavior.
Co-Authors Faranita Mustikasari Varell Alkhafi