Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Wacana Ekonomi
Zakiah, Nawal Noor
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Live Streaming Strategies and Time Pressure: Their Effect on Perceived Urgency and Impulse Buying Behavior on Shopee Zakiah, Nawal Noor
Jurnal Wacana Ekonomi Vol 24 No 2 (2025): Jurnal Wacana Ekonomi
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jwe.v24i2.41781

Abstract

The study aims to examine the effect of live streaming on perceived urgency and impulse buying, as well as the role of time pressure as a moderating variable in Shopee's e-commerce marketing context. Additionally, the study investigates how time pressure enhances the relationship between perceived urgency and impulse buying behavior. Data were collected from 240 respondents, consisting of Generation Z and millennial consumers. The data analysis was conducted using the Structural Equation Modeling (SEM) method with AMOS version 22 software. The results show that live streaming significantly influences perceived urgency, which in turn positively impacts impulse buying behavior. Time pressure was also found to strengthen the relationship between live streaming and perceived urgency, as well as between perceived urgency and impulse buying.
Co-Authors