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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Pangihutan, Gorga Agustinus
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Economics, Econometrics & Finance

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THE INFLUENCE OF LIVE STREAMING STIMULI ON IMPULSE BUYING BEHAVIOR OF FASHION PRODUCTS AND USER STICKINESS ON SHOPEE AND TOKOPEDIA LIVE Pangihutan, Gorga Agustinus; Agus, Anna Amalyah
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jcdcaq47

Abstract

The growth of e-commerce in Indonesia has driven the integration of live streaming as a dynamic marketing tool. This research explores how live streaming stimuli affect both impulse buying behavior and user engagement, with perceived hedonic value acting as a mediating factor. Employing a quantitative method through Structural Equation Modeling (SEM) and surveying 300 participants, the study reveals that live streaming stimuli have a significant impact on triggering impulsive purchases and fostering user interaction. Additionally, perceived hedonic value plays a key role in strengthening consumer engagement with e-commerce platforms. The findings offer valuable insights for marketers and online platforms to develop more impactful live streaming strategies for product promotion.
Co-Authors Agus, Anna Amalyah