How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s During Live Streaming Shopping: The Mediating Role of Perceived Enjoyment

Indriastuti Herning (), Hidayati Tetra, Asnawati, Martiyanti Dwi, Ayu Astried Rusty Febri and Putit Lennora
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Indriastuti Herning: Management Department, Faculty Economic and Business, Universitas Mulawarman, Samarinda, East Kalimantan, Indonesia
Hidayati Tetra: Management Department, Faculty Economic and Business, Universitas Mulawarman, Samarinda, East Kalimantan, Indonesia
Asnawati: Management Department, Faculty Economic and Business, Universitas Mulawarman, Samarinda, East Kalimantan, Indonesia
Martiyanti Dwi: Management Department, Faculty Economic and Business, Universitas Mulawarman, Samarinda, East Kalimantan, Indonesia
Ayu Astried Rusty Febri: Management Department, Faculty Economic and Business, Universitas Mulawarman, Samarinda, East Kalimantan, Indonesia
Putit Lennora: Faculty of Business Management, Universiti Teknologi MARA Selangor, Malaysia

Economics, 2024, vol. 12, issue 3, 279-291

Abstract: Live streaming is a new experience for customers to make online purchases because it is real-time, this has led to a surge in live shopping in e-commerce. The purpose of this study investigates the impulsive shopping behavior of Generation Z during live streaming, which is influenced by real-time interaction variables and bridged by stimulus, cognitive and emotional pleasure. The research method used a purposive sampling technique to collect 119 participants through an online survey. Data analysis was carried out using Smart-PLS software. The test results in this study state that real-time interactivity has a positive and significant effect on perceived enjoyment felt by consumers when watching live streaming shopping and perceived enjoyment has a positive - significant effect on consumer impulse buying behavior when live streaming. The indirect finding of the perceived enjoyment variable can bridge the gap in the relationship between real-time interactivity and impulse buying behavior. The contribution of this research provides an understanding of the impulsive buying behavior of the live-streaming shopping domain by increasing the interesting interaction through Stimulus Organism Response Theory. Business implications could focus on improving the quality of real-time interactions and promoting limited-time live-streaming intent using live streaming e-commerce platforms.

Keywords: Real-time Interactivity; Perceived Enjoyment; Impulsive Buying; Live Streaming Shopping (search for similar items in EconPapers)
JEL-codes: M3 M30 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:econom:v:12:y:2024:i:3:p:279-291:n:1022

DOI: 10.2478/eoik-2024-0047

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