Streamer Attractiveness, Information Quality, Cognitive Assimilation of Live Streaming Impulsive Buying: Millennial and Z Moderation
DOI:
https://doi.org/10.35917/tb.v27i1.690Keywords:
streamer attractiveness, information quality, cognitive assimilation, impulsive buyingAbstract
This research aims to study the influence of streamer attractiveness, information quality, and cognitive assimilation on impulse purchases in live streaming shopping differences between millennials and generation z as moderating variables. This research uses the SOR (Stimulus-Organism-Response) theory. This research was conducted around the island of Indonesia in 2025, the sample used was 250 respondents. The sampling technique used purposive sampling method. The data analysis technique in this study uses Partial Least Squares Structural Equiation Modeling (SEM-PLS) using the help of WarpPLS software version 7.0. The results of this study indicate that streamer attractiveness, and information quality have a positive and significant effect on cognitive assimilation, cognitive assimilation has a positive and significant effect on impulse buying. Cognitive assimilation mediates the relationship between streamer attractiveness and information quality on impulse buying. Between millennial generation - generation z there is no difference in impulse buying.
Downloads
References
Ameer Hussain, A., Sharma, B. K., Veeresh, H., & Kazim, S. (2024). Cognitive and affective components induced impulsive purchase: An empirical analysis. Journal of Promotion Management, 30(5), 630–657. https://doi.org/10.1080/10496491.2024.2307999
Asosiasi Penyelenggara Jasa Internet Indonesia [APJII]. (2024). Survei penetrasi internet Indonesia 2024. APJII. https://apjii.or.id/survei
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.014
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and Hedonic Motivations for Live Streaming Shopping. Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Cambra-Fierro, J., Gao, L. (Xuehui), Melero-Polo, I., & Trifu, A. (2021). How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention. Journal of Retailing and Consumer Services, 61, 102578. https://doi.org/10.1016/j.jretconser.2021.102578
Chen, C. C., & Liao, C. (2022). Social presence and live streaming shopping intention: The mediating role of hedonic value and utilitarian value. Journal of Retailing and Consumer Services, 69, Article 103052. https://doi.org/10.1016/j.jretconser.2022.103052
Chen, C.-C., & Tsai, J.-L. (2019). Determinants of behavioral intention to use the Personalized Location-based Mobile Tourism Application: An empirical study by integrating TAM with ISSM. Future Generation Computer Systems, 96, 628–638. https://doi.org/10.1016/j.future.2017.02.028
Djafarova, E., & Bowes, T. (2021). 'Instagram made me buy it': Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, Article 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Donovan, R. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283–294. https://doi.org/10.1016/0022-4359(94)90037-X
Febriansyah, F., Chalid, C., & Hilmansyach, M. (2024). Comparative Analysis Impulse Purchases of Millennials and Generation Z on the Live Shopping Platform Tiktok. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 6642-6658. https://doi.org/10.31538/iijse.v7i3.5306
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001
Gilal FG, Gilal NG, Tariq B, Gilal RG, Gilal RG, Gong Z, Channa NA (2021), "Intergenerational differences in fans' motivation to watch the T20 world cup: a generation cohort theory perspective". International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 2 pp. 197–219, doi: https://doi.org/10.1108/IJSMS-09-2019-0094
Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786. https://doi.org/10.1016/j.jretconser.2021.102786
Herrando, C., Jimenez-Martinez, J., & Martin-De Hoyos, M. J. (2019). Tell me your age and I tell you what you trust: The moderating effect of generations. Internet Research, 29(4), 799–817. https://doi.org/10.1108/IntR-03-2017-0135
Jiang, Y., & Cai, H. (2021). The impact of impulsive consumption on supply chain in the live-streaming economy. IEEE Access, 9, 48923–48930. https://doi.org/10.1109/ACCESS.2021.3068827
Jiang, Z., Chan, J., Tan, B. C. Y., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34–59. https://doi.org/10.17705/1jais.00218
Kaur, S. (2017). Do Vendor Cues Influence Purchase Intention of Online Shoppers? An Empirical Study Using S-O-R Framework. Taylor & Francis Group, LLC. https://doi.org/10.1080/15332861.2017.1347861
Kim, S., & Stoel, L. (2004). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619–633. https://doi.org/10.1016/j.im.2003.07.002
Kimiagari, S., & Asadi Malafe, N. S. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61, 102567. https://doi.org/10.1016/j.jretconser.2021.102567
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
Lee, C.-H. (2015). The influence of information accessibility on impulsive purchasing in online and mobile commerce. Journal of Internet Commerce, 14(4), 439–463. https://doi.org/10.1080/15332861.2015.1094384
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International Journal of Environmental Research and Public Health, 19(7), Article 4378. https://doi.org/10.3390/ijerph19074378
Lidwina, A. (2021). Penggunaan E-Commerce In donesia Tertinggi di Dunia. Katadata Me dia Network. https://databoks.katadata.co.id/datapublish/2021/06/04/penggunaan-e-commerce-indonesia-tertinggi-di-dunia.
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249. https://doi.org/10.3389/fpsyg.2022.951249
Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., Aw, E. C. X., & 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
Ma, Y. (2021). To shop or not: Understanding Chinese consumers' live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, Article 101562. https://doi.org/10.1016/j.tele.2021.101562
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
Milan, G. S., Eberle, L., & Bebber, S. (2015). Perceived value, customer satisfaction, trust and retention: Evidences from a service sector. BBR – Brazilian Business Review, 12(3), 104–127. https://doi.org/10.15728/bbr.2015.12.3.5
Nguyen V. B., Quynh Hoang H., Nu Tai Truong L., & Thi Bich Nguyen N. (2024). Impulse buying behavior in livestream on Tiktok platform: Role of streamer attractiveness, social presence and sales promotion. Science & Technology Development Journal - Economics - Law and Management. https://doi.org/10.32508/stdjelm.v8i2.1363
Peng, C., & Kim, Y. G. (2014). Application of the Stimuli-Organism-Response (S-O-R) Framework to Online Shopping Behavior. Journal of Internet Commerce, 13(3–4), 159–176. https://doi.org/10.1080/15332861.2014.944437
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model persuasion. Advancesin Experimental Social Psychology, 19, 123–246.
Ratulangi, A., & Kuswati, R. (2024). Understanding The Role of Attractiveness and Parasocial Interaction on Hedonics Consumption: Cognitive Assimilation as Mediating. Southeast Asian Business Review, 2(1), 47–58. https://doi.org/10.20473/sabr.v2i1.54159
Rizqy, N. D., & Hidayati, L. L. A. (2021). Pengaruh Kualitas Informai dan Shopping Lifestyle terhadap Pembelian Impulsif Konsumen Milenial pada E-commerce. In UMMagelang Conference Series.
Sarraf, A. R. A. (2019). Generational Groups in Different Countries. International Journal of Social Sciences & Humanities (IJSSH), 4(1), 41–52. https://doi.org/10.58885/ijssh.v4i1.41.as
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276–283. https://doi.org/10.1016/j.jbusres.2009.03.013
Statista. (2023). Live commerce market size worldwide 2023–2027. Statista Research Department. https://www.statista.com/statistics/1386038/live-commerce-market-size-worldwide/
Tang, X., Hao, Z., & Li, X. (2024). The influence of streamers’ physical attractiveness on consumer response behavior: Based on eye-tracking experiments. Frontiers in Psychology, 14, 1297369. https://doi.org/10.3389/fpsyg.2023.1297369
Thangavel, P., Pathak, P., & Chandra, B. (2021). Millennials and Generation Z: A generational cohort analysis of Indian consumers. Benchmarking: An International Journal, 28(7), 2157–2177. https://doi.org/10.1108/BIJ-01-2020-0050
Utami, C. W. (2018). Manajemen ritel: Strategi dan implementasi operasional bisnis modern di Indonesia (Edisi ke-2). Salemba Empat.
Wang, Y., Wu, B., Zhang, J., & Zhu, Y. (2023). Douyin Made Me Buy It: Examining the User Impulsive-Buying Response in Live-Streaming Shopping Scenarios from An Emotional Attachment Perspective. BCP Business & Management, 38.
Wibisono, L. J., Gosal, G. G., Teofilus, T., Effendy, J. A., Sabar, S., Institut Teknologi Sepuluh Nopember, Indonesia, Azizurrohman, M., & Southern Taiwan University of Science and Technology, Taiwan. (2024). Impulsive Buying Tendency: Elaboration Likelihood Model Perspective. Jurnal Aplikasi Manajemen, 22(2), 397–413. https://doi.org/10.21776/ub.jam.2024.022.02.08
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
Wu, I.-L., Chiu, M.-L., & Chen, K.-W. (2021). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52, 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Xu, X., Wu, J., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, 21, 144.
Xu, X., Wu, J., Chang, Y., & Li, Q. (2019). The Investigation of Hedonic Consumption, Impulsive Consumption and Social Sharing in E-commerce Live-streaming Videos. Pacific Asia Conference on Information Systems.
Zakawali, G. (2022, Desember 14). Tren belanja online di Indonesia sepanjang tahun 2022. Sirclo. https://store.sirclo.com/blog/trenbelanja-online-2022/
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers' purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14, Article 1069050. https://doi.org/10.3389/fpsyg.2023.1069050
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Guruh Ghifar Zalzalah, Fitriana Nur Samsiah
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
