Perilaku Impulse Buying pada Live Shopping Social Commerce Tiktok dengan Kerangka Stimulus-Organism-Response
Kata Kunci:
Impulse Buying, Social Commerce, Live Shopping, Online Shopping, Live StreamingAbstrak
Perdagangan melalui social commerce terus berkembang dalam beberapa tahun terakhir di indonesia. Ini merupakan model bisnis baru perpaduan dari sosial media dan e-commerce dimana memungkinkan untuk penjual dapat berinteraksi secara langsung. Penelitian ini berfokus pada perilaku impulse buying konsumen pada live shopping pada social commerce Tiktok. Penelitian ini mengusulkan model peneltiain berdasarkan kerangka stimulus-organism-response (SOR) untuk mengetahui reaksi dan perilaku konsumen setelah adanya rangsangan tertentu. Sebanyak 237 kuesioner sampel yang valid dengan pengalaman konsumen berbelanja melalui live shopping Tiktok maksimal 2 bulan terakhir diambil. Model pengukuran dibuat berdasarkan tanggapan valid dari kuesioner online dengan bantuan Structural Equation Modelling (SEM) menggunakan Smart-PLS. Hasil dari penelitian ini menunjukan bahwa stimulus attractiveness dan trustworthiness berpengaruh positif signifikan terhadap perceived enjoyment. Stimulus purchase convenience, product information dan product price berpengaruh positif terhadap perceived usefulness. Perceived usefulness berdampak positif terhadap perceived enjoyment. Organism perceived usefulness dan perceived enjoyment memiliki pengaruh terhadap urge to buy impulsively. Dalam penelitian ini ditemukan bahwa konsumen dalam live shopping di social commerce cenderung lebih mudah melakukan impulse buying karena terjadinya dorongan dari host live shopping dalam waktu singkat.
Unduhan
Referensi
Akram, U., Hui, P., Khan, M. K., Saduzai, S. K., Akram, Z., & Bhati, M. H. (2017). The plight of humanity: Online impulse shopping in China. Human Systems Management, 36(1), 73–90. https://doi.org/10.3233/HSM-171768
Arun Arora, Daniel Glaser, Philipp Kluge, Aimee Kim, Sajal Kohli, & Natalya Sak. (2021, January 31). It’s showtime! How live commerce is transforming the shopping experience. Bettermarketing.Pub.
Baskaran, S., Yuen, T. M., Mahmood, Z., Mahadi, N., & Dalayga, B. (2019). Do Women Buy Online Impulsively More Often Out of Enjoyment and Risk Tolerance? International Journal of Academic Research in Business and Social Sciences, 9(7). https://doi.org/10.6007/ijarbss/v9-i7/6094
Chen, C. Der, Zhao, Q., & Wang, J. L. (2022). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behaviour and Information Technology, 41(3), 558–573. https://doi.org/10.1080/0144929X.2020.1827457
Cho, Y. C. (2015). Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment. In International Journal of Management & Information Systems-First Quarter (Vol. 19, Issue 1).
CNN Indonesia. (2023, September 2). Kisah 3 Kreator Pecahkan Rekor Penjualan Live Shopping di TikTok.
Gading, S. (2023). Harga di Social Commerce Murah Banget, Mendag: Persaingannya Tidak Sehat. Detik Finance. https://finance.detik.com/berita-ekonomi-bisnis/d-6956146/harga-di-social-commerce-murah-banget-mendag-persaingannya-tidak-sehat
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Badan Penerbit Universitas Diponegoro.
Hasim, M. A., & Ishak, M. F. (2020). Factors Influencing Gen-Y in Malaysia to Purchase Impulsively: A Mediating Effect of Perceived Enjoyment. International Journal of Innovation, Creativity and Change, Volume 11(Issue 5). www.ijicc.net
Ji, M., Liu, Y., & Chen, X. (2023). An eye-tracking study on the role of attractiveness on consumers’ purchase intentions in e-commerce live streaming. Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09738-w
Juniwati. (2015). Pengaruh Perceived Ease of Use, Enjoyment dan Trust Terhadap Repurchase Intention dengan Customer Satisfaction Sebagai Intervening pada Belanja Online (Studi Pada Mahasiswa Universitas Tanjungpura Pontianak). In Jurnal Ekonomi Bisnis dan Kewirausahaan (Vol. 4, Issue 1).
Karim, M. W., Chowdhury, M. A. M., Al Masud, M. A., & Arifuzzaman, M. (2021). Analysis of factors influencing impulse buying behavior towards e-tailing sites. Contemporary Management Research, 17(2), 97–126. https://doi.org/10.7903/CMR.20457
Kristi, G. O., Tumpal, D., & Aruan, H. (2023). FACTORS AFFECTING ONLINE IMPULSE BUYING BEHAVIOR OF FASHION PRODUCTS ON LIVE: INSTAGRAM VS TIKTOK. In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 6, Issue 3).
Kurniawan, S., & Tankoma, A. (2023). The Effect of Perceived Ease of Use and Perceived Enjoyment on Customer Trust and Loyalty in Online Food Delivery Service. Binus Business Review, 14(2), 163–170. https://doi.org/10.21512/bbr.v14i2.8874
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Lee, C. H., Chen, C. W., Huang, S. F., Chang, Y. T., & Demirci, S. (2021a). Exploring consumers’ impulse buying behavior on online apparel websites: An empirical investigation on consumer perceptions. International Journal of Electronic Commerce Studies, 12(1), 83–106. https://doi.org/10.7903/ijecs.1971
Lee, C. H., Chen, C. W., Huang, S. F., Chang, Y. T., & Demirci, S. (2021b). Exploring consumers’ impulse buying behavior on online apparel websites: An empirical investigation on consumer perceptions. International Journal of Electronic Commerce Studies, 12(1), 83–106. https://doi.org/10.7903/ijecs.1971
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. https://doi.org/10.1016/J.JRETCONSER.2021.102478
Li, Y., Yang, W., & Zhou, Y. (2023). Research on the Profit Model of Tiktok Live Broadcast E-commerce Platform. In Business, Economics and Management GAGBM (Vol. 2023).
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837. https://doi.org/10.1016/j.dss.2013.04.001
Marza, S., Idris, I., & Abror, A. (2019). The Influence of Convenience, Enjoyment, Perceived Risk, And Trust On The Attitude Toward Online Shopping.
Masri, N. W., Ruangkanjanases, A., & Chen, S. C. (2021). The effects of product monetary value, product evaluation cost, and customer enjoyment on customer intention to purchase and reuse vendors: Institutional trust‐based mechanisms. Sustainability (Switzerland), 13(1), 1–20. https://doi.org/10.3390/su13010172
Moreno, D. E., Fabre, E., & Pasco, M. (2022). Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior. Open Journal of Business and Management, 10(01), 223–244. https://doi.org/10.4236/ojbm.2022.101014
Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention? Sustainability (Switzerland), 15(8). https://doi.org/10.3390/su15086992
Rouibah, K., Lowry, P. B., & Hwang, Y. (2016). The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country. Electronic Commerce Research and Applications, 19, 33–43. https://doi.org/10.1016/j.elerap.2016.07.001
Septiani, learni. (2023, January 27). Live Streaming TikTok Kalahkan Shopee di Indonesia. Katadata.Co.Id. https://katadata.co.id/desysetyowati/digital/63d356a76fdca/live-streaming-tiktok-kalahkan-shopee-di-indonesia
Su, C. Y., & Chiu, C. H. (2021). Perceived Enjoyment and Attractiveness Influence Taiwanese Elementary School Students’ Intention to Use Interactive Video Learning. International Journal of Human-Computer Interaction, 37(6), 574–583. https://doi.org/10.1080/10447318.2020.1841423
Subagyo. (2021). E-commerce live streaming meningkat signifikan di Indonesia. Antara News. https://www.antaranews.com/berita/1968560/e-commerce-live-streaming-meningkat-signifikan-di-indonesia
Trio Febriyantoro, M. (2022). Peranan Perception Of Digital Celebrities Terhadap Live-Stream Shopping Intentions. 6(1). http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica
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, H., Zhang, K. Z. K., & Zhao, S. J. (2020). A dual systems model of online impulse buying. Industrial Management and Data Systems, 120(5), 845–861. https://doi.org/10.1108/IMDS-04-2019-0214
Zhang, M., Luo, M., Nie, R., & Zhang, Y. (2017). Technical attributes, health attribute, consumer attributes and their roles in adoption intention of healthcare wearable technology. International Journal of Medical Informatics, 108, 97–109. https://doi.org/10.1016/j.ijmedinf.2017.09.016
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010
