Email this article 
(Padjadjaran University, Indonesia)(2) Popy Rufaidah
(Padjadjaran University, Indonesia)*corresponding author
AbstractThe purpose of this study is to identify the influence of live streaming and celebrity endorsers on impulse buying among skincare users. This research was conducted to the users of skincare products with a total sample of 130 respondetns using purposive sampling techniques and applying descriptive quantitative-based research methods with data processing involving the use of statistical analysis methods through the SEM-PLS programme. The results of this study reveal that the live streaming variable (? = 0.242 p-value <0.01) has a positive and significant effect on impulse buying among users of the skincare products and celebrity endorsers (? = 0.418, p-value <0.01) have a positive and significant effect on impulse buying among users of the skincare products. Thus,H1 and H2 are accepted. From a theoretical point of view, the results provide a new angle that combines live streaming content and celebrity endorsers in increasing customers' impulse buying, where the more often audiences see, hear, and absorb information about skincare products delivered by celebrities, the more likely they are to make impulse buying KeywordsLive Streaming, Celebrity Endorsers, Impulsive Buying, Skincare Product
|
DOIhttps://doi.org/10.29099/ijair.v7i1.1.1142 |
Article metrics10.29099/ijair.v7i1.1.1142 Abstract views : 319 | PDF views : 276 |
Cite |
Full Text Download
|
References
Ahn, J., & Kwon, J. (2022). The role of trait and emotion in cruise customers’ impulsive buying behavior: an empirical study. Journal of Strategic Marketing, 30(3), 320–333. https://doi.org/10.1080/0965254X.2020.1810743
Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability (Switzerland), 10(2). https://doi.org/10.3390/su10020352
Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16765
Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114392
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627–638. https://doi.org/10.1016/j.ijinfomgt.2017.05.001
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, 55(7), 1841–1872. https://doi.org/10.1108/EJM-07-2019-0567
Eldian Tanpli, Y. (n.d.). Pengaruh Pada Iklan Celebrity Endorser BTS Terhadap Impulsive Buying Behavior Pada Remaja di Kota Padang.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Jattamart, A., Nusawat, P., & Kwangsawad, A. (2023). How can hesitation in hotel live-streaming payment be overcome?: Examine the role of entrepreneurial performance and viewers’ personality traits. Journal of Open Innovation: Technology, Market, and Complexity, 9(2). https://doi.org/10.1016/j.joitmc.2023.100052
Jie, W., Poulova, P., Haider, S. A., & Sham, R. B. (2022). Impact of internet usage on consumer impulsive buying behavior of agriculture products: Moderating role of personality traits and emotional intelligence. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.951103
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
Legendre, T. S., & Baker, M. A. (2021). The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support. International Journal of Contemporary Hospitality Management, 33(5), 1810–1829. https://doi.org/10.1108/IJCHM-08-2020-0855
Li, C., Jiang, H., Huang, A., Chen, H., & Yu, J. (2021). Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure.
Liu, L., Wu, S., & Cai, G. (2023). Impact of online product presentation on sales: the effects of text-image introductory information and celebrity endorsements. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-08-2022-4109
Lo, P. S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K. B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013
Lu, Y., He, Y., & Ke, Y. (2023). The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6(1), 13–20. https://doi.org/10.1016/j.dsm.2022.10.002
Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel and Tourism Marketing, 39(1), 109–135. https://doi.org/10.1080/10548408.2022.2052227
Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers. https://doi.org/10.1108/YC-05-2023-1749
Rocha, P. I., Caldeira de Oliveira, J. H., & Giraldi, J. de M. E. (2020). Marketing communications via celebrity endorsement: an integrative review. In Benchmarking (Vol. 27, Issue 7, pp. 2233–2259). Emerald Group Holdings Ltd. https://doi.org/10.1108/BIJ-05-2018-0133
Sofi, S. A., & Najar, S. A. (2018). Impact of personality influencers on psychological paradigms: An empirical-discourse of big five framework and impulsive buying behaviour. European Research on Management and Business Economics, 24(2), 71–81. https://doi.org/10.1016/j.iedeen.2017.12.002
Suhyar, S. V., & Pratminingsih, A. (2023). The Influence of Live Streaming and Trust on Impulsive Buying in The Purchase Of Skintific Skincare Products Pengaruh Live Streaming dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintificid 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej
Sun, Z., Fu, S., & Jiang, T. (2022). Gain-framed product descriptions are more appealing to elderly consumers in live streaming E-commerce: Implications from a controlled experiment. Data and Information Management, 6(4). https://doi.org/10.1016/j.dim.2022.100022
von Felbert, A., & Breuer, C. (2022). The influence of multiple combinations of celebrity endorsers on consumers’ intentions to purchase a sports-related product. Sport, Business and Management: An International Journal, 12(4), 440–458. https://doi.org/10.1108/SBM-03-2021-0030
Wang, S., & Liu, M. T. (2023). Celebrity endorsement in marketing from1960 to 2021: a bibliometric review and future agenda. Asia Pacific Journal of Marketing and Logistics, 35(4), 849–873. https://doi.org/10.1108/APJML-12-2021-0918
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
Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5–6), 488–518. https://doi.org/10.1080/0267257X.2020.1748895
Xu, X., Wu, J.-H., & Li, Q. (n.d.). What Drives Consumer Shopping Behavior In Live Streaming Commerce?
Ye, D., Liu, F., Cho, D., & Jia, Z. (2022). Investigating switching intention of e-commerce live streaming users. Heliyon, 8(10). https://doi.org/10.1016/j.heliyon.2022.e11145
Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103534
Zhao, Y., Li, Y., Wang, N., Zhou, R., Xin, &, & Luo, R. (n.d.). A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. https://doi.org/10.1007/s10796-021-10170-4/Published
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
________________________________________________________
The International Journal of Artificial Intelligence Research
Organized by: Departemen Teknik Informatika
Published by: STMIK Dharma Wacana
Jl. Kenanga No.03 Mulyojati 16C Metro Barat Kota Metro Lampung
Email: jurnal.ijair@gmail.com
This work is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.