Determinants of Impulsive Buying and Its Impact on Regret in Live-Streaming E-Commerce
Theresia Omiwa Oktariani (a*), Bernardinus M. Purwanto (b)

a) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia. *theresiaomiwaoktariani[at]mail.ugm.ac.id
b) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia

Abstract

Live-streaming e-commerce, as one of the online shopping environments, has become a trend as a marketing strategy to sell products. Live-streaming e-commerce has various unique features and can provide more accurate product information in real time. Therefore during live-streaming, consumers are influenced to make impulse purchases without thinking about consequences that will occur after making impulsive buying decision. Previous research has revealed that impulsive buying can lead to regret. However there is still contradictory results regarding the influence of impulse buying on regret. Therefore, this research aims to determine the factors that influence impulsive buying and its impact on regret in live-streaming e-commerce by using impulse buying theory, commodity theory, bandwagon effect theory, and cognitive dissonance theory. Using an online survey and purposive sampling, the respondents of this study are someone who has bought apparel products when watching live-streaming e-commerce in the last 3 months. This research employs a Structural Equation Modeling-Partial Least Squares (SEM-PLS). This research contributes to expanding the literature on the factors that influence impulsive buying and its impact on regret in live-streaming e-commerce.

Keywords: Impulsive Buying- Consumer Innovativeness- Live Shopping- Popularity Claim- Scarcity Claim- Time Pressure- Regret

Topic: Marketing management