HOW REAL-TIME INTERACTIVITY INFLUENCES IMPULSE BUYING BEHAVIOUR IN GENERATION Z’S DURING LIVE STREAMING SHOPPING: THE MEDIATING ROLE OF PERCEIVED ENJOYMENT
DOI:
https://doi.org/10.2478/eoik-2024-0047Keywords:
Real-time Interactivity, Perceived Enjoyment, Impulsive Buying, Live Streaming ShoppingAbstract
Live streaming is a new experience for customers to make online pur-
chases because it is real-time, this has led to a surge in live shopping
in e-commerce. The purpose of this study investigates the impulsive
shopping behavior of Generation Z during live streaming, which is
influenced by real-time interaction variables and bridged by stimulus,
cognitive and emotional pleasure. The research method used a purpo-
sive sampling technique to collect 119 participants through an online
survey. Data analysis was carried out using Smart-PLS software. The
test results in this study state that real-time interactivity has a positive
and significant effect on perceived enjoyment felt by consumers when
watching live streaming shopping and perceived enjoyment has a pos-
itive - significant effect on consumer impulse buying behavior when
live streaming. The indirect finding of the perceived enjoyment vari-
able can bridge the gap in the relationship between real-time interac-
tivity and impulse buying behavior. The contribution of this research
provides an understanding of the impulsive buying behavior of the
live-streaming shopping domain by increasing the interesting inter-
action through Stimulus Organism Response Theory. Business impli-
cations could focus on improving the quality of real-time interactions
and promoting limited-time live-streaming intent using live streaming
e-commerce platforms.
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