S-O-R ANALYSIS OF PRODUCT OFFERS THROUGH LIVE STREAMING TECHNOLOGY AGAINST IMPULSE BUYING BEHAVIOR MUSLIM CONSUMERS

Jurnal Ekonomi dan Bisnis Airlangga Pub Date : 2023-11-30 DOI:10.20473/jeba.v33i22023.257-273

Rachmadanti Chairatul Nisa

{"title":"S-O-R ANALYSIS OF PRODUCT OFFERS THROUGH LIVE STREAMING TECHNOLOGY AGAINST IMPULSE BUYING BEHAVIOR MUSLIM CONSUMERS","authors":"Rachmadanti Chairatul Nisa","doi":"10.20473/jeba.v33i22023.257-273","DOIUrl":null,"url":null,"abstract":"Introduction : Impulsive purchases are common, not only in physical stores but also in online stores, especially online buyers are found to be more impulsive than buyers who do not shop online Characterized by the growing growth of e-commerce. Live streaming of e-commerce is considered a trend and a new experience for consumers to shop. Live streaming shopping allows one to view, comment, and interact with sellers (streamer) online. Methods: This study is based on the SOR theory and develops factors that influence impulsive purchases after watching live streaming. This study aims to explore the impact of live streaming on impulsive consumer purchasing intentions. The Smart PLS program is used in conjunction with the data obtained through the questionnaire. Results: The analysis showed that influencer and convenience stimuli have a significant positive influence on perceived enjoyment in live streaming e commerce. Conclusion and suggestion: This research can be a reference for further research related to the influence of influencers, comfort, perceived enjoyment on impulsive purchasing intentions through live streaming e commerce.","PeriodicalId":336211,"journal":{"name":"Jurnal Ekonomi dan Bisnis Airlangga","volume":"39 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Ekonomi dan Bisnis Airlangga","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20473/jeba.v33i22023.257-273","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Introduction : Impulsive purchases are common, not only in physical stores but also in online stores, especially online buyers are found to be more impulsive than buyers who do not shop online Characterized by the growing growth of e-commerce. Live streaming of e-commerce is considered a trend and a new experience for consumers to shop. Live streaming shopping allows one to view, comment, and interact with sellers (streamer) online. Methods: This study is based on the SOR theory and develops factors that influence impulsive purchases after watching live streaming. This study aims to explore the impact of live streaming on impulsive consumer purchasing intentions. The Smart PLS program is used in conjunction with the data obtained through the questionnaire. Results: The analysis showed that influencer and convenience stimuli have a significant positive influence on perceived enjoyment in live streaming e commerce. Conclusion and suggestion: This research can be a reference for further research related to the influence of influencers, comfort, perceived enjoyment on impulsive purchasing intentions through live streaming e commerce.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

针对穆斯林消费者的冲动性购买行为，对通过直播技术提供的产品进行 S-o-R 分析

导言：冲动购物不仅在实体店很常见，在网店也很常见，尤其是网购买家比不网购的买家更冲动。电子商务直播被认为是一种趋势，也是消费者购物的一种新体验。直播购物允许人们在线观看、评论并与卖家（直播者）互动。研究方法本研究以 SOR 理论为基础，探讨影响观看直播后冲动购物的因素。本研究旨在探讨直播对消费者冲动性购买意向的影响。智能 PLS 程序与通过问卷获得的数据结合使用。结果显示分析表明，影响者和便利性刺激对直播电子商务中的感知享受具有显著的积极影响。结论和建议：本研究可为进一步研究影响因素、舒适度、感知享受对通过流媒体直播电子商务冲动性购买意向的影响提供参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Jurnal Ekonomi dan Bisnis Airlangga

自引率

0.00%

发文量