From pleasure to purchase: Exploring urban consumers' impulsive buying behavior
DOI:
https://doi.org/10.53088/jmdb.v4i2.917Keywords:
Impulsive buying behavior, Shopping enjoyment, Parasocial relationships, Consumer behavior, Urban consumersAbstract
The study investigates the factors influencing impulsive buying among urban consumers using Shopee Live Streaming in Indonesia. Considering the rapid increase in internet users and online shopping in Indonesia, this research explores how shopping enjoyment and parasocial relationships contribute to impulsive purchases, with the urge to buy acting as a mediator. Employing a quantitative research design, data were collected from 100 respondents via a structured questionnaire and analyzed with Structural Equation Modeling (SEM) utilizing SmartPLS software. The findings reveal that shopping enjoyment and parasocial relationships significantly enhance the urge to buy, positively influencing impulsive buying. The study highlights the critical mediating role of the urge to buy in transforming shopping enjoyment and parasocial relationships into impulsive purchasing behaviors. This research provides novel insights into consumer behavior in live-streaming e-commerce platforms, offering practical implications for marketers to enhance customer engagement and impulsive buying tendencies through the strategic use of live-streaming features.
References
Aiolfi, S., Bellini, S., & Grandi, B. (2022). Using mobile while shopping in-store: a new model of impulse-buying behaviour. Journal of Consumer Marketing, 39(5), 432–444. https://doi.org/10.1108/JCM-05-2020-3823
APJII. (2023). Survei Internet APJII 2023.
Bahrainizad, M., & Rajabi, A. (2018). Consumers’ Perception of Usability of Product Packaging and Impulse Buying. Journal of Islamic Marketing, 9(2), 262–282. https://doi.org/10.1108/jima-04-2016-0030
Bandyopadhyay, N. (2016). The Role of Self-esteem, Negative Affect and Normative Influence in Impulse Buying: a Study from India. Marketing Intelligence & Planning Iss - & Planning, 34(34).
Camoiras-Rodriguez, Z., & Varela, C. (2020). The Influence of Consumer Personality Traits on Mobile Shopping Intention. Spanish Journal of Marketing - ESIC, 24(3), 331–353. https://doi.org/10.1108/SJME-02-2020-0029
Chan, B., Purwanto, E., & Hendratono, T. (2020). Social Media Marketing, Perceived Service Quality, Consumer Trust and Online Purchase Intentions. Technology Reports of Kansai University, 62(10), 6265–6272.
Childs, M., & Jin, B. E. (2020). Retailer-brand collaborations: testing key strategies to increase consumers’ urgency to buy. International Journal of Retail & Distribution Management, 48(4), 380–394. https://doi.org/10.1108/IJRDM-06-2019-0199
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of Customer Repurchase Intention in Online Shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710
Dawson, S., & Kim, M. (2009). External and Internal Trigger Cues of Impulse Buying Online. Direct Marketing, 3(1), 20–34. https://doi.org/10.1108/17505930910945714
De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification. International Journal of Retail & Distribution Management, 49(7), 919–940. https://doi.org/10.1108/IJRDM-09-2020-0360
Enrico, C., & Paul, L. (2012). E-commerce: Exploring the Critical Success Factors. International Journal of Retail and Distribution Management, 40(11), 842–864. https://doi.org/10.1108/09590551211267601
Fetscherin, M. (2014). What type of relationship do we have with loved brands? Journal of Consumer Marketing, 31(6/7), 430–440. https://doi.org/10.1108/JCM-05-2014-0969
Garson, D. (2016). Partial Least Squares: Regression & Structural Equation Models. In Multi-Label Dimensionality Reduction (2016th ed.).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Han, S., & Yang, H. (2018). Understanding Adoption of Intelligent Personal Assistants: A Parasocial Relationship Perspective. Industrial Management and Data Systems, 118(3), 618–636. https://doi.org/10.1108/IMDS-05-2017-0214
Helen, M., & Charlotte, L. (2012). Analysing the Influence of the Presentation of Fashion Garments on Young Consumers’ Online Behaviour. Journal of Fashion Marketing and Management, 16(1).
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), New Challenges to International Marketing (Vol. 20, pp. 277–319). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Jayawardhena, C., & Wright, L. T. (2009). An Empirical Investigation Into E-Shopping Excitement: Antecedents and Effects. European Journal of Marketing, 43(9), 1171–1187. https://doi.org/10.1108/03090560910976429
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Koay, K. Y., Lim, W. M., Kaur, S., Soh, K., & Poon, W. C. (2023). How and when social media influencers’ intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships. Marketing Intelligence & Planning, 41(6), 790–809. https://doi.org/10.1108/MIP-06-2023-0246
Leong, L.-Y., Noor Ismawati, J., & Sulaiman, A. (2017). Understanding Impulse Purchase in Facebook Commerce: Does Big Five Matter? Internet Research, 27(4), 786–818.
Liuspita, J., & Purwanto, E. (2019). The profitability determinants of food and beverages companies listed at the Indonesia stock exchange. International Journal of Scientific and Technology Research, 8(9), 197–202.
Mayora, M., & Purwanto, E. (2019). Pengaruh kepemimpinan transformasional dan kepemimpinan otentik terhadap niat keluar karyawan dengan mediasi komitmen afektif. Journal of Business & Applied Management, 12(2), 155–168.
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of Store Environment on Impulse Buying Behavior. European Journal of Marketing, 47(10), 1711–1732. https://doi.org/10.1108/EJM-03-2011-0110
Muratore, I. (2016). Teens as impulsive buyers: what is the role of price? International Journal of Retail & Distribution Management, 44, 1166–1180.
Mustajab, R. (2023). Pengguna E-Commerce RI Diproyeksi Capai 196,47 Juta pada 2023.
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52(November 2018), 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Purwanto, E., & Mutahar, A. M. (2020). Examine the Technology of Acceptance Model Among Mobile Banking Users in Indonesia. Technology Reports of Kansai University, 62(7), 3969–3979.
Purwanto, E., & Purwanto, A. D. B. (2020). An investigative study on sustainable competitive advantage of manufacture companies in Indonesia. Business: Theory and Practice, 21(2). https://doi.org/10.3846/btp.2020.12256
Ringle, C. M., Wende, S., & Becker, J.-M. (2022). Path Analysis and Process.
Sandra, A., & Purwanto, E. (2017). Pengaruh faktor-faktor eksternal dan internal terhadap kinerja usaha kecil dan menengah di Jakarta. Business Management Journal, 11(1), 97–124.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business : A Skill-Building Approach (Seventh (ed.)).
Shen, K. N., & Khalifa, M. (2012). System Design Effects on Online Impulse Buying. Internet Research, 22(4), 396–425. https://doi.org/10.1108/10662241211250962
Sheng, H., Yang, P., & Feng, Y. (2020). How to inspire customers via social media. Industrial Management & Data Systems, 120(6), 1041–1057. https://doi.org/10.1108/IMDS-10-2019-0548
Song, K., Fiore, A. M., & Park, J. (2007). Telepresence and fantasy in online apparel shopping experience. Journal of Fashion Marketing and Management: An International Journal, 11(4), 553–570. https://doi.org/10.1108/13612020710824607
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the Relationships Between Social Media Influencers and Their Followers: The Moderating Role of Closeness. Journal of Product and Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292
Tracy, S. J. (2013). Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact. In Revija za sociologiju (Vol. 43, Issue 1). https://doi.org/10.5613/rzs.43.1.6
Tsiotsou, R. H. (2016). The social aspects of consumption as predictors of consumer loyalty: Online vs offline services. Journal of Service Management, 27, 91–116.
Vojvodic, K., & Matic, M. (2013). Challenges of E-Retailing: Impulsive Buying Behaviour. In Challenges for the Trade of Central and Southeast Europe (Vol. 29, pp. 155–171). Emerald Group Publishing Limited. https://doi.org/10.1108/S1876-066X(2013)0000029013
Wang, Y., Lu, H., & Wang, D. (2020). Buy or not: how the presence of others affects the occurrence of consumers’ impulsive buying behavior. Journal of Contemporary Marketing Science, 3(2), 207–224. https://doi.org/10.1108/jcmars-01-2020-0002
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the Determinants of Online Impulse Buying Through a Shopping Process of Integrating Perceived Risk, Expectation-Confirmation Model, and Flow Theory Issues. International Journal of Information Management, 52(February), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Yuksel, M. (2016). Digital Buddies: Parasocial Interactions and Relationships in Social Media Communities. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 763. https://doi.org/https://doi.org/10.1108/JRIM-03-2016-0023
Zafar, A. U., Qiu, J., & Shahzad, M. (2020). Do digital celebrities’ relationships and social climate matter? Impulse buying in f-commerce. Internet Research, 30(6), 1731–1762. https://doi.org/10.1108/INTR-04-2019-0142
Zhao, Z., Du, X., Liang, F., & Zhu, X. (2019). Effect of product type and time pressure on consumers’ online impulse buying intention. Journal of Contemporary Marketing Science.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Edi Purwanto, Sania Eka Yanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)
Indonesian Journal of Economics Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.