Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework

Q3 Business, Management and Accounting Jurnal Pengurusan Pub Date : 2022-12-01 DOI:10.17576/pengurusan-2022-66-06

Tang Kin Leong

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引用次数: 1

Abstract

Perdagangan strim langsung merupakan salah satu kaedah paling berkesan untuk pemasaran dan penjualan dalam talian, Perintah Kawalan Pergerakan (PKP) dan penjarakkan sosial yang dilaksanakan oleh kerajaan Malaysia semasa pandemik Covid-19 telah memberi kesan yang mendalam terhadap kelakuan pembelian pengguna dan cara-cara menjalankan perniagaan. Oleh itu, kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi pembelian impuls dalam perdagangan strim langsung di Malaysia. Rangka kerja Stimulus Organism Response (SOR) digunakan untuk menilai rangsangan (live streamer attractiveness, expertise, scarcity dan promotion) yang memberi impak kepada tindak balas (perceived enjoyment, urge to buy dan arousal) dan seterusnya mempengaruhi kelakuan pembelian impuls strim langsung. Sejumlah 385 soal selidik telah diedarkan semasa pelaksanaan PKP 2.0 pada tahun 2021. Hasil kajian menunjukkan bahawa semua hipotesis adalah signifikan. Perceived enjoyment, arousal and urge to buy dikaitkan dengan pembelian impuls dalam strim langsung. Kajian ini memberikan gambaran yang lebih mendalam tentangpembelian strim langsung di Malaysia dan mengenal pasti pembolehubah utama yang akan mempengaruhi pembelian impuls melalui video strim langsung. Penemuan ini akan membantu perniagaan dan para pemasar untuk merangka strategi pemasaran yang berkesan dan mengisi jurang penyelidikan dalam perdagangan strim langsung.Alternate :Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers' impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce.

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基于刺激-机体-反应框架的直播中的冲动购买

直播是在线营销和销售最有效的方法之一，马来西亚政府在新冠肺炎大流行期间实施的行动控制令（KP）和社交距离对消费者的购买行为和商业实践产生了深远影响。因此，本研究的目的是研究马来西亚直接流贸易中影响冲动购买的因素。SOR的工作是评估直播的吸引力、专业知识、稀缺性和促销，这些因素会影响感知的享受、购买冲动和唤醒，然后影响直接冲动购买的行为。在2021年KP 2.0实施期间，共进行了385次调查。研究表明，所有的假设都是有意义的。感知的享受、唤醒和购买冲动与直接购买冲动有关。这项研究深入了解了马来西亚的直播购买情况，并确定了影响通过直播视频购买冲动的某些主要变量。这一发现将有助于企业和商家设计有效的营销策略，填补直播交易的研究空白。备选方案：直播商务是在线营销和销售最有效的方法。新冠肺炎大流行期间，马来西亚政府实施行动控制令和保持社交距离，对消费者的购买行为和经营方式产生了重大影响。因此，本研究旨在考察影响马来西亚消费者在直播商业中冲动购买的因素。刺激-有机体反应框架（SOR）用于评估刺激（直播吸引力、专业知识、稀缺性和促销），这些刺激会影响反应（感知享受、购买冲动和唤醒），并随后影响反应行为（直播冲动购买）。在2021年实施MCO 2.0期间，共发放了385份问卷。研究结果表明，所有的假设都是有意义的。感知到的享受、唤醒和购买冲动与直播中的冲动购买有关。这项研究提供了更深入的见解，并确定了影响马来西亚直播冲动购买的关键变量。这些发现将有助于企业和营销人员制定有效的营销策略，并填补与直播商业相关的研究空白。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Jurnal Pengurusan Business, Management and Accounting-Business and International Management

CiteScore

1.20

自引率

0.00%

发文量

期刊介绍： Jurnal Pengurusan (UKM Journal of Management) is published three times a year in June, September and December by UKM Press, Universiti Kebangsaan Malaysia. It publishes original works that advance knowledge of theory, practice and research across the business management discipline. It aims to provide Asian regional perspectives on management of benefit to scholars, educators, students, practitioners, policy-makers and consultants worldwide. The research covers organizational and individual level of analysis in the field of management, managerial accounting, finance and banking, marketing, entrepreneurship and other related areas. This journal accepts both empirical and conceptual research papers with relevant methodological approaches.