The role of tiktok live shopping streamer in repurchase decision and impulsive purchase behavior
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Abstract
The COVID-19 pandemic in 2020 triggered changes in consumer behavior and business practices. In response to the market challenges brought about by the pandemic, entrepreneurs and consumers alike shifted to online platforms, utilizing e-commerce as a vital channel for marketing. This research aims to investigate the factors influencing repurchase intentions and impulsive purchase behavior among TikTok live shoppers, specifically focusing on product quality, live streaming experiences, and streaming scenarios. The study was conducted among TikTok users in Indonesia with a sample size of 255 participants, utilizing the SmartPLS method for data analysis. The results indicate that product quality, live streaming experiences, and streaming scenarios significantly influence the TikTok platform's repurchase intentions and impulsive purchase behavior. The implications of this research underscore the importance of considering these factors in designing marketing strategies and product development in the digital era, particularly on social media platforms like TikTok, to enhance user engagement and overall business success
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How to Cite
Sanjaya, M., Berlianto, M. P., & Berlianto, M. P. (2024). The role of tiktok live shopping streamer in repurchase decision and impulsive purchase behavior. Enrichment : Journal of Management, 14(3), 334-343. https://doi.org/10.35335/enrichment.v14i3.1944
References
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Ardiyanti, V. D. (2023). The Effect of TikTok Live Streaming Shopping on Impulse Buying Behavior in The 2023 Global Crisis. Asian Journal of Logistics Management, 2(1), 1–6. https://doi.org/10.14710/ajlm.2023.18050
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Chen, M., Liu, Q., Huang, S., & Dang, C. (2022). Environmental cost control system of manufacturing enterprises using artificial intelligence based on value chain of circular economy. Enterprise Information Systems, 16(8–9). https://doi.org/10.1080/17517575.2020.1856422
Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48. https://doi.org/10.5539/ijms.v12n4p48
Chopra, C., & Gupta, S. (2020). Impact Of Social Media On Consumer Behaviour . International Journal of Creative Research Thoughts, 8(6).
Dahniar, S., Anugra, W., Sakinah, A., Febrianti, W., & Hasan, M. (2023). Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions. International Journal of Asian Business and Management, 2(6), 947–960. https://doi.org/10.55927/ijabm.v2i6.6891
Dinesh, S., & MuniRaju, Y. (2021). Scalability Of E-Commerce In The Covid-19 Era. International Journal of Research -GRANTHAALAYAH, 9(1), 123–128. https://doi.org/10.29121/granthaalayah.v9.i1.2021.3032
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Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). England: Pearson Prentice.
Ho, J., & Nesbit, P. L. (2009). A refinement and extension of the self‐leadership scale for the Chinese context. Journal of Managerial Psychology, 24(5), 450–476. https://doi.org/10.1108/02683940910959771
Hsu, C. L., & Lin, J. C.-C. (2023). The Effects Of Gratifications, Flow And Satisfaction On The Usage Of Livestreaming Services. Library Hi Tech, 41(3), 729–748. https://doi.org/10.1108/LHT-02-2021-0069
Imansyah, R. (2018). Impact of Internet Penetration for the Economic Growth of Indonesia. Evergreen, 5(2), 36–43. https://doi.org/10.5109/1936215
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers’ shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037
Li, B., Hu, M., Chen, X., & Lei, Y. (2021). The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.732459
Lo, M., & Cheng, Y. (2023). Impact of Anchor Professionalism on User Intimacy in E-commerce Livestreaming. Highlights in Business, Economics and Management, 14, 214–218. https://doi.org/10.54097/hbem.v14i.8988
Lone, R. A., & Bhat, M. A. (2023). The Role of Customer Satisfaction as a Mediator Between Product Quality and Customer Loyalty. International Journal of Management and Development Studies, 12(06), 13–31. https://doi.org/10.53983/ijmds.v12n06.002
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Rahma, S. A., & Ridanasti, E. (2023). The Impact Of Marketing Strategy On Consumer’s Impulsive Buying Behavior On Tiktok Live. International Journal of Science, Technology & Management, 4(2), 1–17.
Reinartz, W. J., Wiegand, N., & Imschloss, M. (2018). The Impact of Digital Transformation on the Retailing Value Chain. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3299669
Sambo, E., & Sunday, U. U. (2022). Impact of Product Quality on Customer Satisfaction and Loyalty. The Academy of Management Nigeria.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Teo, S. C., Tee, W. Y., Liew, & Tze Wei. (2023). Exploring The Tiktok Influences On Consumer Impulsive Purchase Behaviour. International Journal of Business and Society, 24(1), 39–55. https://doi.org/10.33736/ijbs.5600.2023
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
Zhao, H., & Wagner, C. (2023). Factors Influencing Tiktok-Based User Purchase Intention: Comparison Between Potential Customers And Repeat Customers. Internet Research. https://doi.org/10.1108/INTR-07-2022-0542
Ardiyanti, V. D. (2023). The Effect of TikTok Live Streaming Shopping on Impulse Buying Behavior in The 2023 Global Crisis. Asian Journal of Logistics Management, 2(1), 1–6. https://doi.org/10.14710/ajlm.2023.18050
Asia, A. (2022). Pengaruh Profesionalisme, Transparansi Dan Kredibilitas Pegawai Terhadap Kepuasan Masyarakat Pada Badan Penyelesaian Sengketa Konsumen (Bpsk) Kota Parepare. Institut Teknologi Dan Bisnis NOBEL Indonesia, 3(2).
Chen, M., Liu, Q., Huang, S., & Dang, C. (2022). Environmental cost control system of manufacturing enterprises using artificial intelligence based on value chain of circular economy. Enterprise Information Systems, 16(8–9). https://doi.org/10.1080/17517575.2020.1856422
Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48. https://doi.org/10.5539/ijms.v12n4p48
Chopra, C., & Gupta, S. (2020). Impact Of Social Media On Consumer Behaviour . International Journal of Creative Research Thoughts, 8(6).
Dahniar, S., Anugra, W., Sakinah, A., Febrianti, W., & Hasan, M. (2023). Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions. International Journal of Asian Business and Management, 2(6), 947–960. https://doi.org/10.55927/ijabm.v2i6.6891
Dinesh, S., & MuniRaju, Y. (2021). Scalability Of E-Commerce In The Covid-19 Era. International Journal of Research -GRANTHAALAYAH, 9(1), 123–128. https://doi.org/10.29121/granthaalayah.v9.i1.2021.3032
Farhan, M. L. (2021). Pengaruh Brand Image Dan Kredibilitas Perusahaan Terhadap Kepuasan Konsumen Melalui Intensi Pembelian Tiket Garuda Indonesia Di Masa Pandemi Covid-19. Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta .
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). England: Pearson Prentice.
Ho, J., & Nesbit, P. L. (2009). A refinement and extension of the self‐leadership scale for the Chinese context. Journal of Managerial Psychology, 24(5), 450–476. https://doi.org/10.1108/02683940910959771
Hsu, C. L., & Lin, J. C.-C. (2023). The Effects Of Gratifications, Flow And Satisfaction On The Usage Of Livestreaming Services. Library Hi Tech, 41(3), 729–748. https://doi.org/10.1108/LHT-02-2021-0069
Imansyah, R. (2018). Impact of Internet Penetration for the Economic Growth of Indonesia. Evergreen, 5(2), 36–43. https://doi.org/10.5109/1936215
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers’ shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037
Li, B., Hu, M., Chen, X., & Lei, Y. (2021). The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.732459
Lo, M., & Cheng, Y. (2023). Impact of Anchor Professionalism on User Intimacy in E-commerce Livestreaming. Highlights in Business, Economics and Management, 14, 214–218. https://doi.org/10.54097/hbem.v14i.8988
Lone, R. A., & Bhat, M. A. (2023). The Role of Customer Satisfaction as a Mediator Between Product Quality and Customer Loyalty. International Journal of Management and Development Studies, 12(06), 13–31. https://doi.org/10.53983/ijmds.v12n06.002
Meng, Z., & Lin, M. (2023). The Driving Factors Analysis of Live Streamers’ Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms. Journal of Organizational and End User Computing, 35(1), 1–24. https://doi.org/10.4018/JOEUC.323187
Putri, M. E. (2021). Pengaruh Consumer Involvement, Kredibilitas Sumber Informasi, Terhadap Repuchase Intentions Dengan Kepuasan Sebagai Variabel Intervening (Studi Kasus Pengguna Aplikasi Shopee Pada Mahasiswa Universitas Sarjanawiyata Tamansiswa). JURNAL ILMIAH EDUNOMIKA, 5(1). https://doi.org/10.29040/jie.v5i1.1797
Rahma, S. A., & Ridanasti, E. (2023). The Impact Of Marketing Strategy On Consumer’s Impulsive Buying Behavior On Tiktok Live. International Journal of Science, Technology & Management, 4(2), 1–17.
Reinartz, W. J., Wiegand, N., & Imschloss, M. (2018). The Impact of Digital Transformation on the Retailing Value Chain. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3299669
Sambo, E., & Sunday, U. U. (2022). Impact of Product Quality on Customer Satisfaction and Loyalty. The Academy of Management Nigeria.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Teo, S. C., Tee, W. Y., Liew, & Tze Wei. (2023). Exploring The Tiktok Influences On Consumer Impulsive Purchase Behaviour. International Journal of Business and Society, 24(1), 39–55. https://doi.org/10.33736/ijbs.5600.2023
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
Zhao, H., & Wagner, C. (2023). Factors Influencing Tiktok-Based User Purchase Intention: Comparison Between Potential Customers And Repeat Customers. Internet Research. https://doi.org/10.1108/INTR-07-2022-0542