Mahrinasari, Mahrinasari and Roslina, Roslina (2023) How Impulsive Buying Is Formed During Live Streaming Shopping: It Affordance Perspective On E-Commerce. IOSR Journal of Business and Management (IOSR-JBM), 25 (12). 01-11. ISSN 2278-487X

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Abstract

Background: The rapid advancement of internet technology represents a breakthrough in the realm of business. The most significant advance in online shopping is the expansion of e-commerce. Live streaming shopping has become a popular phenomenon in the rapidly expanding field of e-commerce, and businesses are using it as a marketing tactic. Live streaming has become a useful and accessible medium for customers due to the growing use of mobile devices and high-speed internet. Live streaming shopping has become a new popular strategy for businesses to increase sales Materials and Methods: This study examined how technology and information accessibility affect impulsive purchasing during live streaming shopping, with a focus on the Shopee app in Indonesia. This study uses SEM- LISREL v8.8 software to analyze data. This study used survey method with questionnaire to gather data from 250 respondents of Shoppe’s users in Indonesia. The study uses sSa quantitative research approach to measure and analyze data with the goal of examining the cause-and-effect relationship between variables. Results: The result of this study shows that IT affordance affect the customers' engagement to purchase through live streaming shopping. This study also finds that visibility affordance does not significantly affect immersion in live streaming engagement. The research result may not represent consumer’s behavior in another country. Conclusion: In particular, it was discovered that sight affordance had no discernible impact on immersion. These results are in contrast to earlier research that discovered a robust relationship between immersion and impulsive purchasing, as well as visibility and immersion. The variations may result from things like clients not finding the products intriguing, a lack of enthusiasm during the live broadcast, or procedural hiccups. It's crucial to keep in mind that impulsive purchasing is influenced by a variety of circumstances and isn't usually the result of online or live streaming activities.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User:	Roslina Roslina .
Date Deposited:	20 May 2024 01:54
Last Modified:	20 May 2024 01:54
URI:	http://repository.lppm.unila.ac.id/id/eprint/53493

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