Impulsive buying in Live Streaming Commerce: The Role of Flow Experience, Parasocial Interaction and Immersion Relationship

S Sipur; Jaman Amadi

doi:10.58905/jse.v5i2.403

Authors

S Sipur Department of Management, Universitas IBBI, Medan, Sumatera Utara, Indonesia
Jaman Amadi Department of Management, Universitas IBBI, Medan, Sumatera Utara, Indonesia

DOI:

https://doi.org/10.58905/jse.v5i2.403

Keywords:

Impulsive buying, Live streaming, parasocial interaction, immersion, flow experience

Abstract

The paradigm shifts and changes in consumer behavior have evolved alongside technological advancements and the progress of time. Since the COVID-19 pandemic, the use of online media has become widespread, including buying and selling activities. The increasing interest in online shopping has led many shopping centers to go bankrupt, which also impacts local tax revenues. This study aims to analyze the influence of flow experience, parasocial interaction, and immersion on impulsive buying tendencies in e-commerce live streaming. Data were collected from 400 respondents who are active users of live streaming platforms such as Shopee, TikTok, and Instagram in Medan. The study was conducted in 2024. The research employed the Stimulus-Organism-Response (S-O-R) method and was analyzed using SEM (Structural Equation Modeling). The study consisted of two phases: the Pilot Test and the Main Test. Data were collected through the distribution of questionnaires. The results show that in the goodness of fit test, two indices met the criteria: CMIN/DF (3.576), CFI (0.915), and SRMR (0.07). However, one index, RMSEA (0.085), did not meet the criteria. The SEM analysis results indicate that the standardized coefficient β > 0 and the p-value ≤ 0.05, showing that the hypothesis is accepted. Thus, there is a relationship between flow experience (p < 0.05), parasocial interaction (p < 0.01), and immersion (p < 0.001) on impulsive buying tendencies. This study also shows that the stronger the consumers' flow experience and parasocial involvement, the more likely they are to make impulsive purchases during live streaming

Downloads

Download data is not yet available.

References

I. Izzaty Mindiasri, D. Priharsari, and W. Purmono, “Eksplorasi Pengaruh Live Shopping terhadap Minat Beli Konsumen dalam Berbelanja Online dengan Metode Systematic Literature Review,” J. Pengemb. Teknol. Inf. dan Ilmu Komput., vol. 7, no. 3, pp. 1039–1042, 2023.

S. V. Kamanda, “Pengaruh Fitur Live Terhadap Keputusan Pembelian Produk Pada Pelanggan E-Commerce Shopee,” J. AL-AMAL, vol. 2, no. 1, pp. 1–7, 2023.

A. M. Prajana, A. Syafikarani, and N. E. Nastiti, “Pemanfaatan Video Streaming Sebagai Media Pemasaran Pada Fitur Shopee Live,” Tanra J. Desain Komun. Vis. Fak. Seni Dan Desain Univ. Negeri Makassar, vol. 8, no. 2, pp. 145–152, 2021, [Online]. Available: https://ojs.unm.ac.id/tanra/

C. Agatha, S. Emilio, and F. Rahman, “Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce,” Kaji. Brand. Indones., vol. 5, no. 2, p. 99, 2023, doi: 10.21632/kbi.5.2.99-125.

V. F. Sanjaya and L. I. Faiyah, “Pengaruh Flow Experience dan moderasi promosi selama masa pandemi.,” INOBIS J. Inov. Bisnis dan Manaj. Indones., vol. 5, no. 3, pp. 314–326, 2022, doi: 10.31842/jurnalinobis.v5i3.232.

E. R. Lavenia and R. Rodhiah, “The Influence of Brand Leadership and Brand Experience on Satisfaction and Repurchase Intention on E-commerce Brand,” Int. J. Soc. Sci. Res. Rev., vol. 7, no. 5, pp. 142–153, 2024, doi: 10.47814/ijssrr.v7i5.2126.

R. Azizah Mt and R. Octavia, “A Critical Review of Digital Marketing: Effect of Flow and Impulse Buying,” J. Econ., vol. 17, no. 2, pp. 175–194, 2021, doi: 10.21831/economia.v17i2.34977.

J. N. Husada, C. Prawiyadi, and F. Andreani, “The Influence of Hedonic Browsing and Flow Experience of Instagram on Food and Beverages Online Impulsive Buying,” Petra Int. J. Bus. Stud., vol. 6, no. 2, pp. 167–174, 2023, doi: 10.9744/petraijbs.6.2.167-174.

V. A. Rizky and R. Kuswati, “YUME : Journal of Management Analisis Pengaruh Narrative Involment Pada Impulsive Buying Yang Dimediasi Parasocial Interaction Dan Social Attractivness Terhadap Food Vlogger @ Gemarkulineran,” vol. 7, no. 3, pp. 432–445, 2024.

P. Pratama, “Pengaruh Parasocial Interaction pada Minat Pembelian,” Ideas J. Pendidikan, Sos. dan Budaya, vol. 7, no. 4, p. 123, 2021, doi: 10.32884/ideas.v7i4.518.

S. Maharani and I. M. B. Dirgantara, “Faktor-Faktor Yang Mempengaruhi Immersion Saat Live Streaming Syaria Shopping Serta Pengaruhnya Kepada Minat Pembelian (Studi Pada Social Commerce Tik Tok Indonesia),” J. Ilm. Ekon. Islam, vol. 9, no. 2, p. 2942, 2023, doi: 10.29040/jiei.v9i2.9854.

M. Hu, M. Zhang, and Y. Wang, “Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework,” Comput Hum. Behav, vol. 75, pp. 594–606, 2017.

Z. Zhang, N. Zhang, and J. Wang, “The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce,” Sustain, vol. 14, no. 4, 2022.

C. C. Chen and J. Y. Yao, “What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus Organism Response model,” Telemat. Informatics, vol. 35, no. 5, pp. 1249–1262, 2018, doi: https://doi.org/10.1016/j.t ele.2018.02.007.

Triyoga, Muhammad, and S. Hartini, “Impulse Buying in Social Commerce: The Role of Interaction Communication, Expertise, Self-Congruity and Parasocial Relationships,” Int. J. Multidiciplinary Curr. Educ. Res., vol. 5, no. 6, pp. 154–161, 2023, [Online]. Available: www.ijmcer.com

A. Wongkitrungrueng and N. Assarut, “The role of live streaming in building consumer trust and engagement with social commerce sellers,” J. Bus. Res., vol. 117, pp. 543–556, 2020, doi: https://doi.org/10.1016/j.jbusres.2018.08.032.