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All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)
Mokodaser, Livia Prisillia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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 Elistia, Elistia