Live Streaming and Materialism as Determinants of Skincare Purchase Decisions: The Mediating Role of Hedonic Motivation Among Shopee Users
DOI:
https://doi.org/10.37385/ijedr.v6i6.9741Keywords:
buying decision, hedonic motivation, live streaming, materialism, skincareAbstract
This study investigates the influence of live streaming and materialism on skincare product purchase decisions through Hedonic Motivation among Shopee users in Solo Raya. A quantitative approach was employed, collecting primary data via structured questionnaires from 150 Gen Z respondents aged 17–26, selected through convenience sampling. The research examined four variables: Live Streaming (interactive online shopping with real-time product demonstrations), Materialism (orientation toward wealth and possessions), Hedonic Motivation (intentions driven by pleasure and social norms), and Purchase Decision (five-stage decision-making process). Measurement models assessed validity and reliability using convergent and discriminant validity, composite reliability, and Cronbach’s alpha, while structural models evaluated causal relationships via R², Q², effect size f², and Normed Fit Index. The results indicate that live streaming positively and significantly influences Hedonic Motivation, which in turn mediates its effect on purchase decisions. Materialism also positively affects Hedonic Motivation, though its impact on Buying Decision, both directly and through Hedonic Motivation, is not significant. These findings suggest that optimizing interactive and engaging live streaming experiences can enhance consumer enjoyment and drive purchases. Future research should expand the geographic scope and test other product categories.
References
Adilang, A., Oroh, S. G., & Moniharapon, S. (2014). Persepsi, sikap, dan hedonic motivation terhadap buying decision produk fashion secara online. Jurnal EMBA, 2(1), 561–570.
Andrini, R. F., Yuliati, L. N., & Nurhayati, P. (2024). The influence of live streaming and materialism on purchasing decisions fast fashion products through hedonic motivation. [Nama Jurnal Tidak Dicantumkan], 10(3), 617–628.
Anisa, R. R., & Nurul Chamidah. (2022). Pengaruh word of mouth mengenai live streaming TikTok Shop terhadap buying decision konsumen. Jurnal Komunikasi Pemberdayaan, 1(2), 131–143. https://doi.org/10.47431/jkp.v1i2.230
Arisman, A., & Imam, S. (2022). Does live stream selling affect customer engagement and purchase intention? The Shopee Live platform case study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Chen, H., Dou, Y., & Xiao, Y. (2023). Understanding the role of live streamers in live-streaming e-commerce. Electronic Commerce Research and Applications, 59. https://doi.org/10.1016/j.elerap.2023.101266
Collins, S. P., Storrow, A., Liu, D., Jenkins, C. A., Miller, K. F., Kampe, C., & Butler, J. (2021). [No title]. pp. 167–186. (Catatan: Artikel tidak memiliki judul; pastikan kembali sumber aslinya.)
Dittmar, H., & Isham, A. (2022). Materialistic value orientation and wellbeing. Current Opinion in Psychology, 46, 101337. https://doi.org/10.1016/j.copsyc.2022.101337
Husna, A. N. (2016). Psikologi anti-materialism. Buletin Psikologi, 24(1), 12. https://doi.org/10.22146/bpsi.12676
Kim, Y., & Oh, K. W. (2022). The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: The moderating effect of sustainability. Journal of Product and Brand Management, 31(8), 1222–1234. https://doi.org/10.1108/jpbm-07-2021-3578
Kumaran, K., Lunyai, J., & Nordin, N. B. A. (2024). The role of hedonic motivation in social commerce toward consumer purchase intention. International Journal of Business and Society, 25(2), 592–612. https://doi.org/10.33736/ijbs.7619.2024
Laura Sahetapy, W., Yunni Kurnia, E., & Anne, O. (2020). The influence of hedonic motives on online impulse buying through shopping lifestyle for career women. SHS Web of Conferences, 76, 01057. https://doi.org/10.1051/shsconf/20207601057
Maison, D., & Adamczyk, D. (2020). The relations between materialism, consumer decisions and advertising perception. Procedia Computer Science, 176, 2526–2535. https://doi.org/10.1016/j.procs.2020.09.320
Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Percepciones de los consumidores sobre los atributos funcionales y hedonistas de las páginas web, e intenciones de compra online: Visión de la actitud cognitivo-afectiva. Spanish Journal of Marketing – ESIC, 21(2), 73–88. https://doi.org/10.1016/j.sjme.2017.07.001
Prawira Laksana, K., & Suparna, G. (2015). The role of hedonist motivation mediates the influence of materialism on impulsive purchasing behavior online. E-Journal of Management University of Udayana, 4(6), 254896.
Qing, C., & Jin, S. (2022). What drives consumer purchasing intention in live streaming e-commerce? Frontiers in Psychology, 13, 938726. https://doi.org/10.3389/fpsyg.2022.938726
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh live streaming selling, review product, dan discount terhadap minat beli konsumen pada e-commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80. https://doi.org/10.30587/jre.v6i2.5956
Richins, M. L. (2017). Materialism pathways: The processes that create and perpetuate materialism. Journal of Consumer Psychology, 27(4), 480–499. https://doi.org/10.1016/j.jcps.2017.07.006
Rouzbahani, M. T., Rezai, M., Goudarzi, A. A., & Naghibi, S. (2013). The effect of individual factors on consumers’ purchasing decisions. Journal of Basic and Applied Scientific Research, 3(1), 1149–1156.
Salsabila, F. (2025). Impact of live streaming quality on impulsive buying behavior: Mediating effect of shopper motivation. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2579–2590. https://doi.org/10.37641/jimkes.v13i4.3424
Saputri, S. A., Berliana, I., & Nasrida, M. F. (2023). Peran marketplace dalam meningkatkan daya saing UMKM di Indonesia. Knowledge: Jurnal Inovasi Hasil Penelitian dan Pengembangan, 3(1), 69–75. https://doi.org/10.51878/knowledge.v3i1.2199
Solaiman, S., & Pangaribuan, C. H. (2024). The influence of hedonic motivation and influencer marketing on purchasing decisions with FOMO (fear of missing out) as a mediating variable: Empirical study of Cupika online store customers. International Journal of Economics and Commerce, 3(2), 906–918. https://doi.org/10.55299/ijec.v3i2.1006
Sugiyono. (2020). Metodologi penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
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
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese e-commerce sector. Acta Psychologica, 249, 104415. https://doi.org/10.1016/j.actpsy.2024.104415
Zuliawaty Rajasa, E., Manap, A., Doddy Heka Ardana, P., Yusuf, M., Pelita Bangsa, U., Jayabaya, U., Ngurah Rai, U., Bandung, S., & Negeri Medan, P. (2023). Literature review: Analysis of factors influencing purchasing decisions, product quality and competitive pricing. Jurnal Ekonomi, 12(1). http://ejournal.seaninstitute.or.id/index.php/ekonomi
