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The Impact of Using Live Streaming E-Commerceon Urge to Buy Impulsively

Economic Education Analysis Journal · Vol. 14 No. 1 (2025) · hlm. 74–93

DOI
10.15294/45y1qb25
ISSN
2502-356X, 2252-6544
Terbit
2025-02-25
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

This research aims to explore the factors that drive impulsive buying during e-commerce live streaming though the Stimulus-Organism-Response (S-O-R) theory. The study was distributed to 290 respondents who are users of Shopee and TikTok platforms and have made purchases during live streaming, using purposive sampling in non-probability sampling and utilizing Google Forms for data collection. Data analysis was conducted quantitatively and processed using PLS-SEM with the SmartPLS 3.0 software. The findings reveal that trustworthiness and expertise positively and significantly influence perceived enjoyment, while purchase convenience and product price positively and significantly influence perceived usefulness. Additionally, perceived enjoyment and perceived usefulness positively and significantly affect the urge to buy impulsively. This indicates that live streaming can enhance consumers’ impulsive buying behavior. This study contributes by providing insights for e-commerce platform developers, businesses, managers and marketing teams to leverage the potential of e-commerce live streaming in this evolving digital era.

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4 penulis · 3 tautan kepenulisan bersama

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  • Islamic University of Indonesia
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Titi HalimahIslamic University of Indonesia1
Afina GhaissaniIslamic University of Indonesia1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/eeaj/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The Impact of Using Live Streaming E-Commerceon Urge to Buy Impulsively</dc:title>
	<dc:creator xml:lang="en">Diego, Nadya Amanda Putri</dc:creator>
	<dc:creator xml:lang="en">Hidayat, Anas</dc:creator>
	<dc:subject xml:lang="en">Live Streaming E-Commerce</dc:subject>
	<dc:subject xml:lang="en">Perceived Enjoyment</dc:subject>
	<dc:subject xml:lang="en">Perceived Usefulness</dc:subject>
	<dc:subject xml:lang="en">S-O-R Theory</dc:subject>
	<dc:subject xml:lang="en">Urge to Buy Impulsively</dc:subject>
	<dc:description xml:lang="en">This research aims to explore the factors that drive impulsive buying during e-commerce live streaming though the Stimulus-Organism-Response (S-O-R) theory. The study was distributed to 290 respondents who are users of Shopee and TikTok platforms and have made purchases during live streaming, using purposive sampling in non-probability sampling and utilizing Google Forms for data collection. Data analysis was conducted quantitatively and processed using PLS-SEM with the SmartPLS 3.0 software. The findings reveal that trustworthiness and expertise positively and significantly influence perceived enjoyment, while purchase convenience and product price positively and significantly influence perceived usefulness. Additionally, perceived enjoyment and perceived usefulness positively and significantly affect the urge to buy impulsively. This indicates that live streaming can enhance consumers’ impulsive buying behavior. This study contributes by providing insights for e-commerce platform developers, businesses, managers and marketing teams to leverage the potential of e-commerce live streaming in this evolving digital era.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-02-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/eeaj/article/view/19814</dc:identifier>
	<dc:identifier>10.15294/45y1qb25</dc:identifier>
	<dc:source xml:lang="en">Economic Education Analysis Journal; Vol. 14 No. 1 (2025): Economic Education Analysis Journal; 74-93</dc:source>
	<dc:source>2502-356X</dc:source>
	<dc:source>2252-6544</dc:source>
	<dc:source>10.15294/yztsf775</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/eeaj/article/view/19814/3140</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Economic Education Analysis Journal</dc:rights>
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