Examining The Influence of Social Presence and Facilitation Factors on Impulsive Consumer Purchases During Live Shopping Events in Indonesia

Abstract

This study employs the notion of shopping attitudes, namely utilitarian and hedonic attitudes, as the conceptual framework for the research. The objective of this study is to examine the correlation between online consumer attitudes and purchasing behavior, with a specific emphasis on online consumer impulsive buying behavior. This work constructs a research model by integrating the stimuli-organism- response (S-O-R) model with motivation theory. A questionnaire survey was conducted with 160 online consumer respondents of the Tiktok application in Indonesia. The data collected were analyzed using the SmartPLS v.4.1 tool with SEM (Structural Equation Modeling) analysis. According to the findings of data research, there is a direct relationship between the appealing looks of live streamers and the pleasurable attitudes of online shoppers. This, in turn, has a beneficial effect on their practical attitudes towards live shopping. Moreover, the direct interactions between live streamers and consumers have a beneficial effect on consumers' utilitarian attitudes, thanks to the live streamers' adeptness in marketing and communication. Furthermore, the hedonic and utilitarian attitudes of online customers significantly influence their impulsive buying behavior in a positive manner.