Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces

Ulry Tertieny, Usep Suhud and Setyo Ferry Wibowo
Additional contact information
Ulry Tertieny: Department of Management, State University of Jakarta, Indonesia.
Usep Suhud: Department of Management, State University of Jakarta, Indonesia.
Setyo Ferry Wibowo: Department of Management, State University of Jakarta, Indonesia.

Post-Print from HAL

Abstract: Impulsive buying behavior in the digital age is rapidly evolving with the emergence of live streaming technology on e-commerce platforms. This technology enables direct real-time interaction between sellers and buyers, often triggering spontaneous purchases. Live streaming features offer an engaging shopping experience by allowing consumers to view product demonstrations and interact directly, supporting impulsive buying behavior. This study analyzes the roles of perceived enjoyment and perceived usefulness influence variables between visual appeal and social presence in influencing impulsive purchases during live streaming sessions on Shopee. Using a quantitative method, data was collected from 241 respondents through a questionnaire and analyzed using Structural Equation Modeling (SEM). The results indicate that live streaming strengthens social interaction and visual appeal, enhancing perceived enjoyment and perceived usefulness, which in turn increases the tendency for impulsive buying. This research provides insights for marketers to design effective e-commerce strategies to capitalize on the phenomenon of impulsive buying through interactive and visually appealing live streaming technology, optimizing user experience and sales conversions.

Date: 2024-11-25
References: Add references at CitEc
Citations:

Published in Journal of Economics, Management and Trade, 2024, 30 (12), pp.51-63. ⟨10.9734/jemt/2024/v30i121257⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05100645

DOI: 10.9734/jemt/2024/v30i121257

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().