DEVELOPMENT OF AN IMPULSE BUYING MODEL IN SOCIAL COMMERCE-BASED SHOPPING ACTIVITIES

• Main Author: M. Adhitya A. Walenna, A.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77702
• Institution: Institut Teknologi Bandung

The presence of technology has changed shopping behavior from traditional commerce to digital commerce or electronic commerce. Social media, which was originally a place to share activities, is now transformed into a new trading space known as social commerce. Social commerce is a method of shopping using social media platforms (Tiktok, Facebook, Instagram, Twitter, etc.). Social commerce uses a combination of social media and e-commerce functions to conduct commercial activities by utilizing online social capital on social media. Using social media for a long period of time and the experiences shared by others trigger a sudden and often irresistible urge to buy called impulsive buying. Impulsive buying is an unplanned purchase when a customer feels the urge to buy a product or service suddenly. As social commerce grows, the number of sales is increasing so merchants need a good strategy in creating content to stand out from the crowded online marketplace. The purpose of this study is to propose a model that can explain the urge to buy impulsively on social commerce. This research analyzes customer characteristics that can lead to impulse purchases. This research identifies the factor that the richness of available information affects both cognitive and affective reactions. Interaction factors are also investigated to determine any influence on impulse buying. This study uses 232 user sample data who have made purchases of fashion products through social commerce. Partial least square structural equation modeling (PLS- SEM) is used to process data. Several testing procedures were conducted to support the research results, such as measurement model evaluation and structural model evaluation. The results of this study indicate that information factors, interactions, and customer characteristics have an influence on affective reactions and cognitive reactions that indirectly affect impulse buying. Information factors that have a significant effect are price and variety of products on cognitive reaction. The interaction factors that have a significant effect are parasocial interaction on affective reaction and scarcity persuasion on cognitive reaction. The customer characteristic factor that has a significant effect is hedonic motivation, both on cognitive reaction and on affective reaction. An effective reaction will affect impulsive buying urge. In addition, browsing (utilitarian browsing and hedonic browsing) is also known to have a significant effect on impulse buying.