The nexus of streamers’ factors on shopping happiness toward impulse purchases in live streaming e-commerce
DOI:
https://doi.org/10.37385/ijedr.v5i1.4217Keywords:
Streamer, live streaming shopping, shopping happiness, sensation seeking, impulse purchaseAbstract
A new trend in live-streaming shopping indicates a unique relationship between streamers and viewers. Streamers in the live streaming platform appeal to consumers’ perceptions and purchase behavior by stimulating consumers’ emotions. Consequently, positive emotions, such as enjoyment and happiness can trigger impulse buying. This research developed a research model based on the Theory of Interpersonal Behavior (TIB) to examine the influence of streamers on shopping happiness and then its impact on impulse purchases in the fashion apparel product category which is marketed via TikTok e-commerce live-streaming in Indonesia. Consumers who have purchased in live streaming TikTok were the respondents of this study. Purposive sampling was deployed with a questionnaire using a Likert scale. There were 405 eligible respondents analyzed by Structural Equation Modeling (PLS-SEM). The result showed that the model proposed in this research has strong predictive validity in predicting impulse purchases. The findings demonstrated that shopping happiness has a positive impact on impulse purchases on live-streaming platforms. In addition, the results indicate that factors inherent in streamers, namely streamer popularity, streamer reputation, and streamer product, have a significant influence (p-value < 0.05, CI 95%) on viewers' positive emotions. The Streamer factors that strongest influence shopping happiness were found in streamer popularity, followed by streamer reputation, while the weakest was from streamer product fit. Furthermore, it was revealed that sensation-seeking strengthens the influence of popular streamers and product fit to shopping happiness.
References
Abdelsalam, Samah & Salim, Naomie & Alias, Rose & Husain, Omayma. (2020). Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review. IEEE Access. PP. 1-1. 10.1109/ACCESS.2020.2993671.
Ang, T., Wei, S. and Anaza, N.A. (2018), "Livestreaming vs pre-recorded: How social viewing strategies impact consumers’ viewing experiences and behavioral intentions", European Journal of Marketing, Vol. 52 No. 9/10, pp. 2075-2104. https://doi.org/10.1108/EJM-09-2017-0576
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. https://doi.org/10.1177/0092070399272005
Cachero-Martínez, S., García-Rodríguez, N., & Salido-Andrés, N. (2023). Because I’m happy: Exploring the happiness of shopping in social enterprises and its effect on customer satisfaction and Loyalty. Management Decision. https://doi.org/10.1108/md-11-2022-1536
Celik, E.,& Raba, S. (2017). Suppression effect of sensation seeking in the relationship between the proactivity personality and life satisfaction.Mediterranean Journal of Humanities, 7(1), 123-134. http://dx.doi.org/10.13114/MJH.2017.324
Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69. https://doi. org/10.1016/j.dss.2015.12.008
Chen, N., & Yang, Y. (2022). How customer experience affects consumer purchase intention in live streaming e-commerce: The role of the live streamer. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4050206
Chen, N., & Yang, Y. (2022). How customer experience affects consumer purchase intention in live streaming e-commerce: The role of the live streamer. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4050206
Chen, N.; Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. J. Theor. Appl. Electron. Commer. Res. 2023, 18, 1601–1618. https://doi.org/10.3390/ jtaer18030081
Chong, H.X., Hashim, A.H., Osman, S., Lau, J.L. and Aw, E.C.-X. (2023), "The future of e-commerce? Understanding livestreaming commerce continuance usage", International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 1-20. https://doi.org/10.1108/IJRDM-01-2022-0007
Coker, Brent (2020). Arousal enhances herding tendencies when decision making. Journal of Consumer Behaviour, vol. 19, pp. 229–239.
Dhiman, N., & Kumar, A. (2022). What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions. Journal of Interactive Marketing, 58, 115 - 135.
Fei, S., Zeng, J., & Jin, C. (2022). The Role of Consumer’ Social Capital on Ethical Consumption and Consumer Happiness. SAGE Open, 12.
Hair, J. F., M., H. G. T., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.
Hallanan, L. (2020, November). Live Streaming Drives $6 Billion USD In Sales During The 11.11 Global Shopping Festival. Forbes. https://www.forbes.com/sites/ laurenhallanan/2020/11/16/live-streaming-drives-6-billion-usd-in-sales-duringthe-1111-global-shopping-festival/?sh=7918cb7d21e5.
He, H., Kukar-Kinney, M., & Ridgway, N. M. (2018). Compulsive buying in China: Measurement, prevalence, and online drivers. Journal of Business Research, 91, 28-39. https://doi. org/10.1016/j.jbusres.2018.05.023
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67. doi:10.1016/j.chb.2018.02.013
Huang, Y., & Suo, L. (2021). Factors affecting Chinese consumers’ impulse buying decision of live streaming e-commerce. Asian Social Science, 17(5), 16. https://doi.org/10.5539/ass.v17n5p16
Issock, P.B.I.; Roberts-Lombard, M.; Mpinganjira, M. (2020). Understanding Household Waste Separation in South Africa: An Empirical Study Based on an Extended Theory of Interpersonal Behaviour. Manag. Environ. Qual. Int. J., 31, 530–547.
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56(October 2020), 102251. https://doi.org/10.1016/j.ijinfomgt.2020.102251.
Ka??kc?, F. & Peker, A. (2022). The mediator role of resilience in the relationship between sensation-seeking, happiness and subjective vitality. International Journal of Contemporary Educational Research, 9(1), 115-129. https://doi.org/10.33200/ijcer.985610
Ko, E., Chun, E., Song, S., & Mattila, P. (2015). Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of “shopping makes me happy (unhappy)” as a new product development method. Journal of Global Scholars of Marketing Science, 25(1), 37-48. https://doi.org/10.1080/21639159. 2014.984891
Kumar, Ajay & Paul, Justin & Starcevic, Sladjana. (2021). Do brands make consumers happy?-A masstige theory perspective. Journal of Retailing and Consumer Services. 58. 102318. 10.1016/j.jretconser.2020.102318.
Li, Sin & Suhari, Umaidi & Shidiqqi, Muhammad & Aras, Muhammad & Mani, La. (2023). The Role of Celebrity Endorsement on Impulse Buying Behavior with Customer Loyalty as a Moderating in the E-Commerce Industry. Business Economic, Communication, and Social Sciences Journal (BECOSS). 5. 59-72. 10.21512/becossjournal.v5i1.9076.
Liao, Chechen; Pui-Lai To; Yun-Chi Wong; Prashant Palvia; and Mohammad Daneshvar Kakhki (2016). The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research (JECR), vol. 17, p. 153.
Lin, Y., Yao, D., & Chen, X. (2021). Happiness Begets Money: Emotion and Engagement in Live Streaming. Journal of Marketing Research, 58(3), 417–438. doi:10.1177/00222437211002477
Liu, J., Zhang, M. (2023). Formation mechanism of consumers' purchase intention in multimedia live platform: a case study of taobao live. Multimed Tools Appl. https://doi.org/10.1007/s11042-023-15666-6
Liu, Y., & Sun, X. (2023). Tourism e-commerce live streaming: The effects of live streamer authenticity on purchase intention. Tourism Review. https://doi.org/10.1108/tr-04-2023-0245
Lu, W., Chen, Y., & Li, S. (2022). Mechanism of interaction and entertainment impact on impulse purchase intention in shopping livestream. 2022 6th International Conference on E-Commerce, E-Business and E-Government. https://doi.org/10.1145/3537693.3537763
Luo, Hanyang, Sijia Cheng, Wanhua Zhou, Sumin Yu, and Xudong Lin. 2021. "A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment" Mathematics 9, no. 13: 1576. https://doi.org/10.3390/math9131576
Ma E, Liu J and Li K (2023) Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention. Front. Psychol. 14:1109092. doi: 10.3389/fpsyg.2023.1109092
Mansoor, Mahnaz & Paul, Justin. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research. 144. 484-496. 10.1016/j.jbusres.2022.02.015.
Martaleni, M., Hendrasto, F., Hidayat, N., Alfandy Dzikri, A., & Nyoman Kerti Yasa, N. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Müller-Pérez, J.; Acevedo-Duque, Á.; Rettig, P.V.; García-Salirrosas, E.E.; Fernández-Mantilla, M.M.; Izquierdo-Marín, S.S.; Álvarez-Becerra, R. (2023). Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths. Sustainability. https://doi.org/10.3390/su15086570
Mumtaz, S.; Chu, A.M.Y.; Attiq, S.; Shah, H.J.; Wong, W.-K. (2022). Habit—Does It Matter? Bringing Habit and Emotion into the Development of Consumer’s Food Waste Reduction Behavior with the Lens of the Theory of Interpersonal Behavior. Int. J. Environ. Res. Public Health, 19, 6312. https:// doi.org/10.3390/ijerph19106312
Ramos?Hidalgo, E., Diaz?Carrion, R., & Rodríguez-Rad, C.J. (2021). Does sustainable consumption make consumers happy? International Journal of Market Research, 64, 227 - 248.
Renfro, A.G., Antoine, K., & Lawson, A.L. (2013). Sensation seeking influences on memory of positive events. North American Journal of Psychology, 15(3), 609-622.
Rodania Rashad (2023), The theory of interpersonal behavior and its role in explaining Farida Kahlo's psychological condition: How psychological artistic influences fashion design, International Design Journal, Vol. 13 No. 5 (September 2023) pp 165-179
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53–67. doi:10.1362/026725799784870496
Schnebelen, S., & Bruhn, M. (2018). An appraisal framework of the determinants and consequences of brand happiness. Psychology & Marketing, 35, 101-119.
Schnebelen, S., Bruhn, M. (2016). Brands Can Make Consumers Happy! Developement of a Scale to Measure Brand Happiness. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_100
Stangor, C.G., & Walinga, J. (2014). Introduction to Psychology - 1st Canadian Edition.
Sulejmanov, F., Spasovski, O., & Platt, T. (2018). The development of the humor structure appreciation scale and its relation to sensation seeking inventory and need for closure scale. The European Journal of Humour Research, 6(1), 124-140. http://dx.doi.org/10.7592/EJHR2018.6.1.sulejmanov
Szymkowiak, Andrzej; Piotr Gaczek; Kishokanth Jeganathan; and Piotr Kulawik (2021). The impact of emotions on shopping behavior during epidemic. what a business can do to protect customers. Journal of Consumer Behaviour, vol. 20, pp. 48–60.
Thin, N. (2012). Shopping for happiness: Corporate happwash and consumption ethics. Social Happiness, 211–222. https://doi.org/10.51952/9781847429216.ch015
Tian B, Chen J, Zhang J, Wang W, Zhang L. (2023). Antecedents and Consequences of Streamer Trust in Livestreaming Commerce. Behav Sci (Basel). 4;13(4):308. doi: 10.3390/bs13040308.
Wang W, Huang M, Zheng S, Lin L and Wang L (2022) The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community. Front. Psychol. 12:810883. doi: 10.3389/fpsyg.2021.810883
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in e-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Wongkitrungrueng, A. and Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. A., Journal of Business Research https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, Yanyan & Huang, Hongqing. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability. 15. 4432. 10.3390/su15054432.
Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/ 10.1016/j.ijinfomgt.2015.11.002
Xu, X., Wu, J., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, 21, 144.
Zhang, Lina and Sethi, Suresh and Zhang, Yumeng, Seeing is Believing: Does Live Streaming E-commerce Make Brands More Shoppable? (2021). Available at SSRN: https://ssrn.com/abstract=3992063 or http://dx.doi.org/10.2139/ssrn.3992063
Zhang, M., Zhang, J., Cheng, T. C. E., & Hua, G. (2018). Why and how do branders sell new products on flash sale platforms? European Journal of Operational Research, 270(1), 337-351. https:// doi.org/10.1016/j.ejor.2018.02.051
Zhang, Zhenfang, Nan Zhang, and Jiguang Wang. 2022. "The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce" Sustainability 14, no. 4: 2122. https://doi.org/10.3390/su14042122
Zheng, Y., Yang, X., Liu, Q., Chu, X., Huang, Q., & Zhou, Z. (2020). Perceived stress and online compulsive buying among women: A moderated mediation model. Computers in Human Behavior, 103, 13-20. https://doi. org/10.1016/j.chb.2019.09.012
Zheng, Y., Yang, X., Liu, Q., Chu, X., Huang, Q., & Zhou, Z. (2020). Perceived stress and online compulsive buying among women: A moderated mediation model. Computers in Human Behavior, 103, 13-20. https://doi. org/10.1016/j.chb.2019.09.012
Zhong, Yingyu & Zhang, Yingying & Luo, Meng & Wei, Jiayue & Liao, Shiyang & Tan, Kim & Sze-Nee, Steffi. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment. Young Consumers Insight and Ideas for Responsible Marketers. ahead-of-print. 10.1108/YC-08-2021-1367.
Zhu, L., Li, H., Nie, K., and Gu, C. (2021). How do anchors’ characteristics influence consumers’ behavioural intention in livestream shopping? A moderated chain mediation explanatory model. Front. Psychol. 12:730636. doi: 10.3389/fpsyg. 2021.730636
Zuckerman, M. (2007). Sensation seeking and risk. Sensation Seeking and Risky Behavior., 51–72. https://doi.org/10.1037/11555-002
