Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce

##plugins.themes.bootstrap3.article.sidebar##

PDF
Published Nov 28, 2023
DOI https://doi.org/10.21632/kbi.5.2.99-125

##plugins.themes.bootstrap3.article.main##

Chindy Agatha
School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Sean Emilio
School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Fathony Rahman
School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia

Abstract

Live streaming commerce is one of the results of technological development which is able to make human’s online shopping experience similar to offline shopping experience. Previous studies
tend to discuss the factors that influence impulsive buying from one perspective, either flow experience or parasocial interaction. Therefore, this study aims to fill the gap by examining the influence
of flow experience and parasocial interaction towards the consumers’ urge to buy impulsively in live streaming commerce in Java Island through the Stimulus-Organism-Response (S-O-R) theory. The analysis of Structural Equation Modeling (SEM) was conducted on a sample of 409 respondents collected through convenience sampling technique who filled out an online questionnaire. This study resulted in three main findings: (a) platform design, time pressure, and personalized recommendation positively influence flow experience, (b) similarity, expertise, and likability positively influence parasocial interaction, and (c) parasocial interaction positively influence urge to buy impulsively in the context of live streaming commerce in Java Island.

##plugins.themes.bootstrap3.article.details##

How to Cite
AGATHA, Chindy; EMILIO, Sean; RAHMAN, Fathony. Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce. Kajian Branding Indonesia, [S.l.], v. 5, n. 2, p. 99-125, nov. 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1133>. Date accessed: 04 dec. 2024. doi: https://doi.org/10.21632/kbi.5.2.99-125.
ABNT APA BibTeX CBE EndNote - EndNote format (Macintosh & Windows) MLA ProCite - RIS format (Macintosh & Windows) RefWorks Reference Manager - RIS format (Windows only) Turabian
Issue
Vol 5 No 2 (2023): Kajian Branding Indonesia
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright

An objective of the KBI is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. Permission is hereby granted to reproduce any of the contents of the journal for use in courses of instruction, as long as the source and “Kajian Bisnis Indonesia copyright” are indicated in any such reproductions.

Written application must be made to the Managing Editor for permission to reproduce any of the contents of the journal for use in other than course of instruction—e.g., inclusion in books of readings or in any other publications intended for general distribution. In consideration for the grant of permission by the journal in such instances, the applicant must notify the author(s) in writing of the intended use to be made of each reproduction. Normally, the journal will not access a charge for the waiver of copyright.

Except where otherwise noted in articles, the copyright of articles in the journal has been transferred to the KBI. Where the author(s) has (have) not transferred the copyright to the KBI, the applicant must seek a permission to reproduce (for all-purpose) directly from the author(s).