Fenomena Live Streaming Shopping guna Meningkatkan Impulsive Buying Intention dalam E-commerce: Kajian SOR
Main Article Content
Abstract
This research was conducted to analyze the influence of Gamifaction elements such as Challenges, Points, Enjoyment, Badges on Brand love which is mediated by Customer Engagement and moderated by Immersion on Gamifaction users in e-commerce. This research refers to research conducted by (Tsou & Putra, 2023). In this research, the research design used is quantitative research. The data analysis method used in this research is the Partial Least Square method based on Structural Equation Modeling. Research data was taken by means of Cross Sectional Studies, because the data was collected within a predetermined time period and period, by conducting survey research by distributing questionnaires with Google Forms to Gamifaction users on e-commerce and the data was processed using Smart PLS versi 4.0 software. The results show that all Gamifaction elements (Challenges, Points, Enjoyment) except Badges have been proven to be factors that directly influence Customer engagement and Customer engagement has been proven to be a factor that directly influences Brand love. Apart from that, Customer engagement has also been proven to mediate an indirect relationship between all Gamifaction elements (Challenges, Points, Enjoyment) except Badges towards Brand love and Immersion has been proven to mediate an indirect relationship between Customer engagement towards Brand love.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Astria, Nikita, and Rahma Wahdiniwaty. 2021. “INTENSITAS PEMBELIAN ULANG MELALUI E-COMMERCE.” AL-QASHDU: Jurnal Ekonomi Dan Keuangan Syariah 1(1):31–42.
Bin, Hammad, Azam Hashmi, Chengli Shu, and Syed Waqar Haider. 2020. “Moderating Effect of Hedonism on Store Environment-Impulse Buying Nexus.” International Journal of Retail & Distribution Management 48(5):465–83. doi: 10.1108/IJRDM-09-2019-0312.
Chew, Xin Ying, Raed Alharbi, Khai Wah Khaw, and Alhamzah Alnoor. 2023. “How Information Technology Influences Organizational Communication: The Mediating Role of Organizational Structure.” PSU Research Review. doi: 10.1108/PRR-08-2021-0041.
Gu, Yu, Xusen Cheng, and Jia Shen. 2023. “Design Shopping as an Experience: Exploring the Effect of the Live-Streaming Shopping Characteristics on Consumers’ Participation Intention and Memorable Experience.” Information & Management 60(5).
Hair, Joseph F., Jeffrey J. Risher, Marko Sarstedt, and Christian M. Ringle. 2019. “When to Use and How to Report the Results of PLS-SEM.” European Business Review 31(1):2–24. doi: 10.1108/EBR-11-2018-0203.
Hou, Fangfang, Zhengzhi Guan, Boying Li, Alain Yee, and Loong Chong. 2020. “Factors Influencing People ’ s Continuous Watching Intention and Consumption Intention in Live Streaming.” 30(1):141–63. doi: 10.1108/INTR-04-2018-0177.
Hwang, Angel Hsing-chi, Jeeyun Oh, Communication Cornell, Library Building, and United States. 2020. “Journal of Retailing and Consumer Services Interacting with Background Music Engages E-Customers More : The Impact of Interactive Music on Consumer Perception and Behavioral Intention.” Journal of Retailing and Consumer Services 54(June 2019):101928. doi: 10.1016/j.jretconser.2019.101928.
Li, Qi, and Tudor Edu. 2019. “Mobile Shopping Platform Characteristics as Consumer Behavior Determinants.” doi: 10.1108/APJML-05-2019-0308.
Lin, Shu-Chiung, Hsiao-Ting Tseng, Farid Shirazi, Nick Hajli, and Pei-Tzu Tsai. 2022. “Exploring Factors Influencing Impulse Buying in Live Streaming Shopping: A Stimulus-Organism-Response (SOR) Perspective.” Asia Pacific Journal of Marketing and Logistics 35(2).
Lu, Benjiang, and Zhenjiao Chen. 2021. “Information & Management Live Streaming Commerce and Consumers ’ Purchase Intention : An Uncertainty Reduction Perspective.” Information & Management 58(7):103509. doi: 10.1016/j.im.2021.103509.
Ma, Yuanhong, Yunzhong Cao, Liangqiang Li, Jing Zhang, and Addo Prince Clement. 2021. “Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response.” Journal of Theoretical and Applied Electronic Commerce Research 16(2):170–87. doi: 10.4067/S0718-18762021000200112.
Wu, Yi, Liwei Xin, Dahui Li, Jie Yu, and Junpeng Guo. 2020. “How Does Scarcity Promotion Lead to Impulse Purchase in the Online Market ? A Fi Eld Experiment.” Information & Management (March 2019). doi: 10.1016/j.im.2020.103283.
Xiang, Li, Xiabing Zheng, Matthew K. O. Lee, and Dingtao Zhao. 2016. “Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform: The Role of Parasocial Interaction.” International Journal of Information Management 36(3):333–47. doi: 10.1016/j.ijinfomgt.2015.11.002.
Xu, Xiaoyu, Jen Her Wu, and Qi Li. 2020. “What Drives Consumer Shopping Behavior in Live Streaming Commerce?” Journal of Electronic Commerce Research 21(3):144–67.