Social Presence in Live Streaming: A Catalyst for Impulsive Purchases
DOI:
https://doi.org/10.31933/dijdbm.v5i1.2150Keywords:
Impulsive buying behavior, Social presence of live streaming platforms, SOR modelAbstract
The aim of this research is to examine impulse buying in society, particularly focusing on the significant role of social presence within live streaming platforms in influencing impulsive purchases. This study utilizes the Stimulus-Organism-Response (SOR) model to investigate the causal relationship between the independent variable—social presence of live streaming platforms—and the dependent variable—impulsive buying behavior. Employing an explanatory research design, this study aims to establish the relationship between these variables. Data collection involved quantitative analysis using Smart PLS 3.9.2 Software. A total of 166 respondents were selected based on specific criteria relevant to the study's objectives. The findings indicate a positive and significant impact of the social presence of live streaming platforms on consumer trust and the flow state. Furthermore, consumer trust exhibits a substantial and positive influence on the flow state. Both consumer trust and the flow state significantly and positively affect impulsive buying behavior.
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Danish Habib, M., & Qayyum, A. (2018). Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior. Journal of Management Sciences, 5(1), 86–99. https://doi.org/10.20547/jms.2014.1805105
Darke, P. R., Brady, M. K., Benedicktus, R. L., & Wilson, A. E. (2016). Feeling Close From Afar: The Role of Psychological Distance in Offsetting Distrust in Unfamiliar Online Retailers. Journal of Retailing, 92(3), 287–299. https://doi.org/10.1016/j.jretai.2016.02.001
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Fu, S., Yan, Q., & Feng, G. C. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management, 40, 88–102. https://doi.org/10.1016/j.ijinfomgt.2018.01.013
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Hausman, A. (2000). A multi?method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–426. https://doi.org/10.1108/07363760010341045
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods. In Int. J. Business Information Systems (Vol. 33, Issue 3).
Kamalul Ariffin, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
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Koufaris, M. (2002). Applying the Technology Acceptance Model and flow theory to online Consumer Behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/isre.13.2.205.83
Lauterbach, D., Truong, H., Shah, T., & Adamic, L. (2009). Surfing a Web of Trust: Reputation and Reciprocity on CouchSurfing.com. 2009 International Conference on Computational Science and Engineering, 346–353. https://doi.org/10.1109/CSE.2009.345
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Lee, S. (Ally). (2018). Investigating antecedents and outcome of telepresence on a hotel’s website. International Journal of Contemporary Hospitality Management, 30(2), 757–775. https://doi.org/10.1108/IJCHM-12-2015-0722
Leeraphong, A., & Sukrat, S. (2018). How Facebook Live Urge SNS Users to Buy Impulsively on C2C Social Commerce? Proceedings of the 2nd International Conference on E-Society, E-Education and E-Technology, 68–72. https://doi.org/10.1145/3268808.3268830
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Lim, S. H., & Kim, D. J. (2020). Does Emotional Intelligence of Online Shoppers Affect Their Shopping Behavior? From a Cognitive-Affective-Conative Framework Perspective. International Journal of Human–Computer Interaction, 36(14), 1304–1313. https://doi.org/10.1080/10447318.2020.1739882
Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746. https://doi.org/10.1016/j.heliyon.2020.e04746
Liu, Y., Luo, X., & Cao, Y. (2018). Investigating the influence of online interpersonal interaction on purchase intention based on stimulus-organism-reaction model. Human-Centric Computing and Information Sciences, 8(1). https://doi.org/10.1186/s13673-018-0159-0
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057
Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You watch, you give, and you engage: A study of live streaming practices in China. Conference on Human Factors in Computing Systems - Proceedings, 2018-April. https://doi.org/10.1145/3173574.3174040
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Riza, F., & Luhur, N. A. (2023). NAVIGATING THE INNOVATION LANDSCAPE: THE CRUCIAL ROLE OF TECHNOLOGY AND ENTREPRENEURIAL ORIENTATION. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 12(2), 148. https://doi.org/10.26418/jebik.v12i2.61447
Rizqi Cahya Putri, F., & Artanti, Y. (2022). PEMBELIAN IMPULSIF PADA MARKETPLACE: PENGARUH PERSONALITY, PRICE DISCOUNT DAN MEDIA SOSIAL. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 509–522. https://doi.org/10.54443/sibatik.v1i5.59
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
Shah, A. M., Yan, X., Shah, S. A. A., & Ali, M. (2021). Customers’ perceived value and dining choice through mobile apps in Indonesia. Asia Pacific Journal of Marketing and Logistics, 33(1), 1–28. https://doi.org/10.1108/APJML-03-2019-0167
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. In Psychology & Marketing (Vol. 14, Issue 4). John Wiley & Sons, Inc.
Shin, S. Il, & Hall, D. J. (2018). Trust and the Flow Experience on Facebook: What Motivates Social Network Usage? (pp. 496–512). https://doi.org/10.1007/978-3-319-91716-0_40
Song, J., Moon, H., & Kim, M. (2019). When do customers engage in brand pages? Effects of social presence. International Journal of Contemporary Hospitality Management, 31(9), 3627–3645. https://doi.org/10.1108/IJCHM-10-2018-0816
Sun, H., & Zhang, P. (2015). The role of affect in information systems research.
Tonkin, E., Wilson, A. M., Coveney, J., Meyer, S. B., Henderson, J., McCullum, D., Webb, T., & Ward, P. R. (2019). Consumers respond to a model for (re)building consumer trust in the food system. Food Control, 101, 112–120. https://doi.org/10.1016/j.foodcont.2019.02.012
Wang, L., Yang, Y., & Li, Y. (2021). Extending lead-user theory to a virtual brand community: the roles of flow experience and trust. Asian Business & Management, 20(5), 618–643. https://doi.org/10.1057/s41291-019-00097-9
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Woodworth, R. S. (1929). Psychology, 2nd Rev, Oxford, Holt (R. S. Woodworth, Ed.).
Wu, I.-L., Chen, K.-W., & Chiu, M.-L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284–296. https://doi.org/10.1016/j.ijinfomgt.2015.11.015
Wu, I.-L., Chiu, M.-L., & Chen, K.-W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250
Xu, X., Wu, J.-H., & Li, Q. (2020). WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE?
Yani Balaka, M., & Abyan, F. (2022). METODOLOGI PENELITIAN KUANTITATIF. www.penerbitwidina.com
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119–129. https://doi.org/10.1016/j.jhtm.2019.11.008
Yi, S., & Jai, T. (2020). Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing & Management, 29(6), 662–681. https://doi.org/10.1080/19368623.2020.1692267
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail and Distribution Management, 48(1), 53–69. https://doi.org/10.1108/IJRDM-04-2018-0071
Ballantine, P. W., & Martin, B. A. S. (2005). Forming parasocial relationships in online communities.
Cai, J., & Yvette Wohn, D. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations. https://hdl.handle.net/10125/59693
Chang, H. H., Wong, K. H., & Ho, P. W. (2019). The determinants of trust transfer on mobile shopping decision: flow experience as a moderator. International Journal of Mobile Communications, 17(2), 213. https://doi.org/10.1504/IJMC.2019.098064
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003
Danish Habib, M., & Qayyum, A. (2018). Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior. Journal of Management Sciences, 5(1), 86–99. https://doi.org/10.20547/jms.2014.1805105
Darke, P. R., Brady, M. K., Benedicktus, R. L., & Wilson, A. E. (2016). Feeling Close From Afar: The Role of Psychological Distance in Offsetting Distrust in Unfamiliar Online Retailers. Journal of Retailing, 92(3), 287–299. https://doi.org/10.1016/j.jretai.2016.02.001
Fai. (2022, March 2). Contoh, Ciri, dan Tipe Hubungan Interpersonal. Https://Umsu.Ac.Id/Hubungan-Interpersonal/.
Fu, S., Yan, Q., & Feng, G. C. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management, 40, 88–102. https://doi.org/10.1016/j.ijinfomgt.2018.01.013
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hausman, A. (2000). A multi?method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–426. https://doi.org/10.1108/07363760010341045
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods. In Int. J. Business Information Systems (Vol. 33, Issue 3).
Kamalul Ariffin, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Kim, J., Kim, M., Choi, J., & Trivedi, M. (2019). Offline social interactions and online shopping demand: Does the degree of social interactions matter? Journal of Business Research, 99, 373–381. https://doi.org/10.1016/j.jbusres.2017.09.022
Koufaris, M. (2002). Applying the Technology Acceptance Model and flow theory to online Consumer Behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/isre.13.2.205.83
Lauterbach, D., Truong, H., Shah, T., & Adamic, L. (2009). Surfing a Web of Trust: Reputation and Reciprocity on CouchSurfing.com. 2009 International Conference on Computational Science and Engineering, 346–353. https://doi.org/10.1109/CSE.2009.345
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Lee, S. (Ally). (2018). Investigating antecedents and outcome of telepresence on a hotel’s website. International Journal of Contemporary Hospitality Management, 30(2), 757–775. https://doi.org/10.1108/IJCHM-12-2015-0722
Leeraphong, A., & Sukrat, S. (2018). How Facebook Live Urge SNS Users to Buy Impulsively on C2C Social Commerce? Proceedings of the 2nd International Conference on E-Society, E-Education and E-Technology, 68–72. https://doi.org/10.1145/3268808.3268830
Li, M.?;, Wang, Q.?;, Cao, Y., Foroudi, P., Qi, J., Tchounwou, P. B., Li, M., Wang, Q., & Cao, Y. (2022). Citation: Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. https://doi.org/10.3390/10.3390/ijerph19074378
Lim, S. H., & Kim, D. J. (2020). Does Emotional Intelligence of Online Shoppers Affect Their Shopping Behavior? From a Cognitive-Affective-Conative Framework Perspective. International Journal of Human–Computer Interaction, 36(14), 1304–1313. https://doi.org/10.1080/10447318.2020.1739882
Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746. https://doi.org/10.1016/j.heliyon.2020.e04746
Liu, Y., Luo, X., & Cao, Y. (2018). Investigating the influence of online interpersonal interaction on purchase intention based on stimulus-organism-reaction model. Human-Centric Computing and Information Sciences, 8(1). https://doi.org/10.1186/s13673-018-0159-0
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057
Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You watch, you give, and you engage: A study of live streaming practices in China. Conference on Human Factors in Computing Systems - Proceedings, 2018-April. https://doi.org/10.1145/3173574.3174040
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Riza, F., & Luhur, N. A. (2023). NAVIGATING THE INNOVATION LANDSCAPE: THE CRUCIAL ROLE OF TECHNOLOGY AND ENTREPRENEURIAL ORIENTATION. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 12(2), 148. https://doi.org/10.26418/jebik.v12i2.61447
Rizqi Cahya Putri, F., & Artanti, Y. (2022). PEMBELIAN IMPULSIF PADA MARKETPLACE: PENGARUH PERSONALITY, PRICE DISCOUNT DAN MEDIA SOSIAL. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 509–522. https://doi.org/10.54443/sibatik.v1i5.59
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
Shah, A. M., Yan, X., Shah, S. A. A., & Ali, M. (2021). Customers’ perceived value and dining choice through mobile apps in Indonesia. Asia Pacific Journal of Marketing and Logistics, 33(1), 1–28. https://doi.org/10.1108/APJML-03-2019-0167
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. In Psychology & Marketing (Vol. 14, Issue 4). John Wiley & Sons, Inc.
Shin, S. Il, & Hall, D. J. (2018). Trust and the Flow Experience on Facebook: What Motivates Social Network Usage? (pp. 496–512). https://doi.org/10.1007/978-3-319-91716-0_40
Song, J., Moon, H., & Kim, M. (2019). When do customers engage in brand pages? Effects of social presence. International Journal of Contemporary Hospitality Management, 31(9), 3627–3645. https://doi.org/10.1108/IJCHM-10-2018-0816
Sun, H., & Zhang, P. (2015). The role of affect in information systems research.
Tonkin, E., Wilson, A. M., Coveney, J., Meyer, S. B., Henderson, J., McCullum, D., Webb, T., & Ward, P. R. (2019). Consumers respond to a model for (re)building consumer trust in the food system. Food Control, 101, 112–120. https://doi.org/10.1016/j.foodcont.2019.02.012
Wang, L., Yang, Y., & Li, Y. (2021). Extending lead-user theory to a virtual brand community: the roles of flow experience and trust. Asian Business & Management, 20(5), 618–643. https://doi.org/10.1057/s41291-019-00097-9
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Woodworth, R. S. (1929). Psychology, 2nd Rev, Oxford, Holt (R. S. Woodworth, Ed.).
Wu, I.-L., Chen, K.-W., & Chiu, M.-L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284–296. https://doi.org/10.1016/j.ijinfomgt.2015.11.015
Wu, I.-L., Chiu, M.-L., & Chen, K.-W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250
Xu, X., Wu, J.-H., & Li, Q. (2020). WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE?
Yani Balaka, M., & Abyan, F. (2022). METODOLOGI PENELITIAN KUANTITATIF. www.penerbitwidina.com
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119–129. https://doi.org/10.1016/j.jhtm.2019.11.008
Yi, S., & Jai, T. (2020). Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing & Management, 29(6), 662–681. https://doi.org/10.1080/19368623.2020.1692267
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail and Distribution Management, 48(1), 53–69. https://doi.org/10.1108/IJRDM-04-2018-0071
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2023-12-30
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